Underwired Amaze will design and build the consumer website, which will target mums with busy lifestyles, and feature new recipes, games, surveys, coupons and video content. Surveys and a feedback forum will facilitate an increased dialogue with customers, increasing brand engagement via the site.
On-pack promotions, coupons, brand partnerships and other activation channels, including Facebook and Twitter, will be integrated with advertising to drive traffic to the hub, promoting the McCain product range and acquiring visitor data.
Underwired Amaze will use Agillic, the European market leader in multi-channel marketing software, to capture, manage and optimise the data collected on the site, and to execute customer communications, integrating personalised emails, SMS and the onsite experience.
Nicola Ech-Channa, comms manager at McCain Foods, said: “This focus on our customers will allow us to get to know them even better and have an informed, personalised dialogue with them over the long-term. Underwired Amaze has already executed a hugely successful eCRM programme for us. We’re now taking it to the next level using Agillic to integrate all activity from the point when a customer collects a coupon to targeted and triggered email and SMS communications.”
Source: McCain Foods
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