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With the pandemic hitting businesses hard, SaladStop! had to move beyond their retail stores. In Singapore, restaurant sales were down by 67%, and for SaladStop! – store footfall drastically decreased because the usual office crowd worked from home.
Rather than sit back and wait for the situation to improve, they had to pivot the business by:
With all the rapid business changes, SaladStop! came to ADA to solve these monumental challenges:
As a cornerstone for the project, ADA built a blueprint for digital marketing transformation success. We understood that digital transformation needed to involve the entire business. From a competitive audit and stakeholder interviews, to talent enablement and marketing technology (MarTech) implementation, every part of the business was dissected and explored, with strategies laid out to achieve 5 key areas of growth:
The pandemic had drastically altered consumer behaviour forcing us to completely redesign the customer experience to meet the new consumers’ expecations. ADA implemented both quantitative and qualitative research – including interviewing existing customers on how the pandemic had changed their lifestyle. But we didn’t just take their word for it, we also looked through multiple digital touchpoints including web analytics and social engagement, to gain better understanding of SaladStop!’s customers. A new customer journey was mapped out alongside a brand new contact strategy to onboard new customers and in parallel, grow customer lifetime value.
First-party data is often under utilised in many businesses, seeing this as a gold mine, ADA started by digging through the data at hand to better understand the existing performance. This was then paired with data extracted from XACT, ADA’s proprietary Data Management Platform (DMP), to include geolocation, audience interests, and other datasets to build a wholesome and accurate Single Customer View, Single Store View, and Business Overview.
A single-point reference was then built on ThinkVAL to consolidate and visualise the data. Essentially achieving what some marketers consider to be the holy grail – a single view of all their consumers.
Once the data was consolidated, it was used to drive SaladStop!’s owned channels to communicate with segmented and existing customers. It was also used to inform paid efforts to reach new customers. This is done hand-in-hand with the client where content and strategies were quickly tested, measured and optimised.
Businesses often sign-off on MarTech only to struggle later when it comes to implementing or integrating said solutions in their current operations. We took the approach of analysing SaladStop!’s existing marketing technology (MarTech) ecosystem first. Through this process we were able to derive the following recommendations:
SaladStop! was an early adopter of technology and scaled very quickly. Through this exercise, ADA identified 3 key growth areas:
The core component to driving digital marketing transformation is the marketing talent behind the wheels. SaladStop! chose to maintain niche expertise like creative, media buying, and technology while partnering with ADA to develop and lead the overall transformation.
In this journey, ADA adopted the “Embedded to Enablement” formula where knowledge transfer sessions were conducted to strategise and build essential in-house talent skills. This was to ensure that the blueprint is maintained, and can be sustained by the business whilst improving the client’s digital marketing approach.
A full Digital Marketing Transformation helped SaladStop! survive the pandemic and the results speak for themselves.
Learn how SaladStop! partnered with ADA to drive their digital marketing transformation.
From initial pivots when the pandemic hit, to a 58% increase in new customers, explore the ADA blueprint for digital marketing transformation success.
