SPECIAL AWARDS DIRECT MARKETER OF THE YEAR: Emily Blumenthal Head of Customer Marketing & Insights at Foodstuffs New Zealand THE KEITH NORRIS DIRECT MARKETING ORGANISATION OF THE YEAR: Westpac
Emily Blumenthal started her career working in research- and insights-based roles for organisations such as Tower and Coca-Cola, as well as working across industries and client firms for Infotools, before joining Foodstuffs in 2011. drawn from 14 disparate areas covering everyday transactional, behavioural and demographic sources. Westpac utilises 53 million rows of data to create communications at defined times across seven different channels, using 572 context-specific business rules, 127 customer attributes and a database of 500 ranked messages, resulting in 806,990 possible combinations within email alone. Every communication is bespoke, speaking to individual customer needs, providing marketing that speaks to what they are interested in and most likely to adopt. Westpac’s targeted marketing approach also provides opportunities for acquisition as well as contributing to the satisfaction of existing customers. For example, 40%+ of the new home lending applications received online are from non-customers. The bank talks to them directly from the moment they are approved, just as with all 1.2 million other customers. Working in CRM and loyalty is often an exercise in extreme patience, determination and strong strategic vision. 2014 was the year the rubber hit the road and customers of New World South Island were the first to experience the new customercentric approach of Foodstuffs with the launch of New World Club Card. However, it hasn’t stopped there as New World Direct has also been revamped, and significant development with FMCG partners on data insight into purchasing behaviour has led to a better understanding of affinity products and driven new consumer direct mail and email campaigns, with excellent results. Emily was selected as a keynote speaker at the DM Conference in 2014 and has also judged the NZDM Awards, and the Research Association’s NZ Awards.