Before we could get clever, we had to get the basics right. We kicked off Phase 1 of Nell’s CRM project with a 3-month data-gathering mission - laying the groundwork with welcome journeys, birthday automations and the foundations that fuel good strategy.

Once we had the data and insights, we launched into Phase 2, where the real CRM magic happened…

In Phase 2 of our CRM work with Nell’s, we wanted real guests, real visits and real redemptions.

By refining journeys, cleaning the data and making every message matter, we built a CRM setup that did more than land in inboxes, it got people through the door.

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The Approach:

We focused on structure, strategy and serious segmentation.

First impressions - nailed:

• We took 196% more guests through a proper welcome journey
• Provided information that mattered, guiding users from sign-up to slice

Birthday journeys:

• Doubled birthday redemptions with an average 60% redemption rate... smashing industry benchmarks!

A smarter database:

• Boosted preference centre completions by a whopping 4600%, giving us rich insights into future personalised emails
• Reduced the segment of guests who had never visited before from 28% down to 22%
• Grew the total database by 14%

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The Impact:

A hungrier audience...

• Massively improved data quality and engagement
• Delivered high performing journeys that actually drove footfall
• Built a CRM foundation that is ready for whatever Nell's serves up next

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The EDGEY bit:

We didn’t just chase numbers. We chased the right numbers. From smart use of preference centres to journey optimisations that actually got guests through the door, we fine-tuned every element for performance.

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Pizza-powered personalisation at its finest.