"If you don’t have clean data, you make a lot of mistakes when you send things to individuals who aren’t real.”
“We have plans for online, offline, and pretty much everywhere we have a mode of selling. So every week our partner works with us to go through our active and new customers.”
Customer data is the fuel that drives retailing. Unlike consumer brands that sell through retail outlets, direct selling retailers are ideally situated to collect and retain ownership of their customer data, but getting the most value out of that data requires a lot of work. “We consolidate our data on a weekly basis,” explains Nadina Guglielmetti, vice president, GM, marketing at The Vitamin Shoppe. “Every week we go through a process where we scrub all our data to make sure the information we have is accurate and not duplicative.”
Data cleansing is critically important for The Vitamin Shoppe. With customer engagement and transactions occurring in more than 700 store locations as well as the website and through a mobile app, plus data gathered through email campaigns that help drive sales and loyalty program membership, these customer touch points continuously generate enormous amounts of new data. “We have tens of millions of customer records in our database,” Guglielmetti says. “85% to 90% of our
customers are signed up for a loyalty program.”
Having this data in a robust CRM system enables The Vitamin Shoppe to keep track of customer preferences at an individual level and provide them with more personalized engagement.