Primera, offering real convenience

Personalization at store level.
Always a Primera nearby
With more than 500 convenience stores, Primera is one of the largest retail chains in the Netherlands and is growing steadily. As a cooperative company, the stores operate within a franchise formula. Recently, Primera launched their app that was developed by our partners TBWA/X and M-wise. The app is used for customer convenience and to support the loyalty program.

The Opportunity

Primera strives to offer its customers the best user experience and optimal convenience. With over 500 stores, there is always a Primera nearby. Primera stores work on a neighborhood level and supply a wide range of products such as greeting cards, magazines, newspapers, office supplies, tobacco, and lottery tickets.

Most of the time, a Primera customer lives in the store's neighborhood and regularly visits it. The challenge is how to bring this personal shopping experience to the digital realm, across all channels. Notificare is here to help!

The Solution

With the introduction of a mobile app, customers now always have all the Primera services in their pocket. Moreover, the traditional plastic loyalty card is obsolete. The pass is available straight from the app. After setting up an account, customers receive personalized offers from their favorite store. They are informed about partners' promotions. Regularly they get free scratch cards to give them a chance to win prizes and save up for gifts. When communicating via push notifications, Primera discovered it instantly increases customer retention, drives loyalty, reduces churn, and stimulates conversion.

Besides training the Primera team, they have also asked our Professional Services team to support them with setting up and managing campaigns. And, of course, reporting and providing campaign optimization.
Spot on
The Notificare platform has helped us to achieve a very fine-grained and personalized approach for our customers. Completely digital, and yet we have not lost the personal touch.
Jolanda van Eck
Online Marketeer at Primera.
Last Summer, Primera became an Authorized Apple Reseller and now also offers original Samsung accessories. To bring this message across their audience, a broadcast was set up on multiple channels, including the app. Based on the new campaign strategy provided by the Professional Services team, various campaigns were set up and applied to different user segments. For example, iPhone users received extremely targeted messages regarding the Authorized Apple Reseller status, whereas Samsung users received promotions for the latest Samsung accessories.

During the course of the campaign, they discovered the power of extending the campaign with the location services—by targeting regular customers with a personalized message when they were in the proximity of the store.
You can count on it
The Professional Services team has been a great help. During these difficult times of store closures and openings, they showed extreme flexibility and persistence that offered added value to our customers.
Jolanda van Eck
Online Marketeer at Primera.

The Results

By using different channels and smart use of segmentation, Primera customers can be reached with more and more targeted and relevant messages. The results of the first campaigns are beyond expectations and promising for future marketing efforts. Tripling the Active Users in the first quarter! What you pay attention to grows. With offering relevant messages to their audience, they discovered that customers become more engaged and interact more with the Primera brand. The broadcast campaign results kicked off just above a 25% open rate. The next strategy execution of highly segmented and personalized messages hit more than 50%(!) Open Rates. And when accommodating the messages with Action Buttons, for orchestrating the Call to Actions, the Click Thru Rates went sky-high to 70%. More campaigns will follow this year, focused on motivating customers to use the saving card.
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