Oct 23 2009
Bathroom Magic Cites Sister Company’s Customers as Key to Success
Regional remodeler Kitchen Magic announced today that email has helped the firm increase repeat purchases throughout the Northeast since launching its sister company Bathroom Magic.
The New Jersey-headquartered company launched the bathroom remodeling service in 2007 following an ExactTarget-powered email survey campaign of Kitchen Magic’s customers that identified existing customers as ‘repeat customers,’ breaking the company’s traditional one-time-only purchase cycle at no additional marketing expense.
“With the majority of Kitchen Magic’s customers being one-time-only consumers, we were looking for a way to capitalize on customer loyalty beyond new customer referrals,” said Linda Fennessey, marketing manager of Kitchen Magic. “Our email survey provided the confidence that we had a solid base of leads, our own brand-loyal customers, to launch a new product line with an immediate pipeline of sales.”
The concept behind Bathroom Magic was solidified from an 85 percent positive email survey response from existing Kitchen Magic customers. Using ExactTarget’s Core Edition and survey feature, Kitchen Magic customers identified their interest in contracting the home improvement company for bathroom remodeling needs as well. Armed with the information, the company launched Bathroom Magic via an ExactTarget-powered email and achieved a record response rate of customers requesting an estimate for their bathroom remodeling needs.
Kitchen Magic and Bathroom Magic rely on a customized integration between ExactTarget and their appointment confirmation system to reduce staff time spent on confirming appointments via phone calls.
“The integration contributes to a significant reduction in cancelled appointments, also boosting overall bottom-line revenue,” Fennessey said.
The companies plan to continue using ExactTarget’s list segmentation tools to drive comparable customer-contact campaigns, delivering sales incentives to their database of interested prospects
“Kitchen Magic is among a growing list of sophisticated businesses, ranging from small to enterprise, leveraging our reliable and powerful one-to-one marketing platform to connect with their customers and drive increased sales,” said Tim Kopp, ExactTarget’s chief marketing officer. “ExactTarget’s technology provides businesses of all sizes the industry’s most flexible and scalable solution to deliver results through integrated email, text messaging, Websites, voice messaging and social media.”
Source: http://www.kitchenmagic.com/Home.aspx