Despite Challenging 2020, Independent Retailer Drives Growth With Customer Engagement Innovation
Aubuchon Hardware, a family owned chain of independent hardware stores has embraced Redpoint Global’s rgOne solution to deliver a single view of customer data, driving expanded digital engagement and customer loyalty with an increasingly personalized customer experience.
Aubuchon, with more than 100 stores across New England and upstate New York, has partnered with Redpoint since 2018 to bring all customer data into a comprehensive, single customer view and utilize intelligent orchestration capabilities to deliver personalized, winning campaigns. These tools allowed Aubuchon to meet customers’ e-commerce needs, improve its loyalty program and offer a more personalized buy online, pick-up in-store (BOPIS) experience. Having all of its customer data integrated into a single customer experience platform with rgOne served Aubuchon well during an unexpected surge in growth related to the pandemic. COVID-19 brought tremendous growth to the hardware industry in 2020 with a significant uptick in home improvement projects, and Aubuchon outpaced the industry average.
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Aubuchon initially selected Redpoint to help modernize and scale its marketing efforts, as the independent chain looked to offer a differentiated, more personalized customer experience than big box stores – engaging with customers on a local, personal level. Its 15-year-old loyalty program has been a key engagement tactic — driving seven of every 10 transactions. With Redpoint, Aubuchon can take its loyalty program to the next level, capitalizing on this opportunity with more personalized customer communications that were previously not possible. The retailer now has a simplified way to review, analyze, and develop marketing programs to grow share of wallet and encourage loyalty to the brand. As a result, the average order size has grown in conjunction with the frequency of in-store visits. It was found that members who have signed up over the last 12 months and utilized BOPIS capabilities spend an average of 68 percent more than those who have not used online shopping.
“Having all customer data available to us in one place, with the confidence that it is accurate, timely and comprehensive, has been the biggest asset of partnering with Redpoint,” said Will Aubuchon, CEO of W.E. Aubuchon Co. Inc. “Throughout the pandemic, we have been able to communicate with customers quickly and effectively about our curbside pickup service but also customize communications for their specific needs at a scale not possible before. With our data accessible from one place, we could easily react to any situation that evolved. We recognize that we’ve only just scratched the surface of what we can do with Redpoint and I’m excited about the additional growth we can drive — maintaining our local community feel, while becoming the modern marketing organization consumers expect.”
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Deploying Redpoint’s rgOne solution in a cloud deployment model supports Aubuchon’s vision of building a modern operating system for local hardware stores. W.E. Aubuchon Co. Inc. is the parent company for Aubuchon Hardware, Lyndonville Hardware, and others. As the retailer looks to expand, hosting applications in the cloud is pivotal to ensure a future-proof strategy that enables scale and minimizes complexity. Redpoint plays an instrumental role in Aubuchon’s expansion and growth for more sophisticated replenishment campaigns, machine learning modeling, and more.
“Consumers today expect convenient, personalized, and real-time interactions with the brands and retailers they engage with,” said Dale Renner, CEO and co-founder of Redpoint Global. “Aubuchon has made it a priority to meet this customer demand with a holistic marketing approach and investment in innovating around the customer relationship. Effective data management is a critical component to delivering perfect customer experiences, and we are committed to working with Aubuchon to execute on its vision today, tomorrow and in the years to come.”
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