Introduction

In today’s world, where customers quickly switch between brands, retaining their attention and bringing back those who are “falling asleep” is crucial. Scuk has found a way to naturally and subtly reactivate customers by making changes to its network of pickup locations.

The automation solutions focused on two main scenarios:

  • opening a new branch near the customer,
  • closure of the existing branch.

Goal

The brand wanted to address:

  • Reactivation of customers, kteří delší dobu nenakoupili.
  • Keeping customers informed about changes to pickup locations,which also improves their convenience.

“We don't just want to announce changes. We want a change in the pickup location to be an incentive for customers to return.”

Solution

Automation No. 1 – A New Branch Closer to the Customer

  • Trigger:the customer hasn't made a purchase in a long time + a new branch has opened nearby.
  • Obsah kampaně: „Máte to teď blíž – zastavte se.“
  • Cíl: připomenout se a nabídnout lepší dostupnost.

Automation No. 2 – Branch Closure + Alternative Options

  • Trigger: zákazník nakupoval na pobočce, která končí (může být i aktivní).
  • Obsah kampaně: „Tato pobočka končí, ale vaše objednávky si můžete vyzvednout tady a tady.“
  • Cíl: zabránit ztrátě zákazníka.

Results and impact

  • Relevance: Zákazník dostává obsah, který odpovídá jeho situaci – místo obecných newsletterů cílíme na konkrétní potřeby.
  • Zkušenost značky: Budujeme značku, která myslí na pohodlí zákazníka.
  • Zpětná vazba: Podpora zaznamenala pozitivní reakce („to bylo super, že jste mi to napsali“).
  • Udržení vztahu: Práce s loajalitou a prevence odlivu zákazníků, i bez nutnosti prezentovat tvrdá ROI čísla.

Summary and Benefits

  • Smart use of data on branch locations and customer history.
  • A natural way to remind people who have stopped shopping about the brand.
  • Automation saves time, but at the same time, it feels very human and relevant.

Conclusion

“Thanks to these automated processes, we're able to show our customers that we're listening to them, because we know where they shop and we know how to make things easier for them.”