Casey’s General Stores has personalized the shopper journey for its more than 5.5 million rewards loyalty members via more than 1 billion marketing messages in 2022. The convenience retailer and pizza chain’s partnership with Salesforce helped it consolidate fragmented technologies and automate its personalization strategy, allowing Casey’s to send 200 million personalized communications every month with messaging tailored to each customer’s purchasing history.
As part of an overhaul of its online offerings, Casey’s aligned its digital tools to build a new ecommerce presence, launched mobile apps, introduced a loyalty program and forged partnerships with third-party delivery companies.
The partnership with Salesforce has allowed Casey’s to tap into marketing channels that now drive 30% of the retailer’s revenue. The automated personalization of its digital experience supported growth through:
- 13 million customer profiles in the Genie Customer Data Cloud;
- 150 profile attributes; and
- 6 billion engagements captured.
Casey’s campaign to tailor each customer’s loyalty journey allowed the retailer to reconnect with lapsed buyers, influence new loyalty program members to buy and offer incentives for additional purchases to frequent buyers.
“With Salesforce, we feel confident in the future of our business — even in challenging economic times — because of the increase in customer connection and internal efficiencies we’ve achieved by consolidating to one, real-time platform,” said Art Sebastian, VP of Digital Experience at Casey’s in a statement. “Before Salesforce, we had multiple fragmented marketing systems that did not talk to one another and had no commonality. When we selected Salesforce, we had the ability to easily organize and unify all of our customer data to communicate in a consistent way, leading to an increase in customer loyalty and less work for our marketers.”
Personalizing the customer journey has been at the center of Casey’s digital overhaul. In March 2022, Casey’s sought to increase loyalty through a partnership with GetUpside, a mobile app that personalizes customer offers for transactions at gas stations, convenience retailers, grocery stores and restaurants based on transaction history.