Case study: Increasing engagement and revenue with personalized offerings

For over a decade, a leading national retailer has partnered with Experian to deliver credit education and identity protection services to their members. The retailer offers three identity protection product bundles — one free and two paid. To help boost engagement and revenue, the retailer set out to refresh their product bundles by incorporating in-demand, proactive protection solutions. Additionally, they were looking to increase their paid portfolio by focusing on driving upsell efforts into their paid plans. The retailer collaborated with Experian to develop and implement a targeted campaign strategy.
 

National Retailer introduced Experian’s Identity Health Score² to all member bundles. This first-of-its-kind digital tool employs robust machine learning technology to generate a unique identity health score for each user. Factors used to determine a user’s score include their online habits, dark web exposure and historical fraud data.

The retailer also created a new upsell path, first by offering members a one-time free exposure scan using Experian’s Digital Identity Manager™. This innovative tool enables users to locate and reclaim personal information posted on websites frequented by identity thieves. Following completion of the initial scan, members in the lower-tier bundles were targeted with personalized upgrade offers, effectively encouraging them to move to the premium paid plan for continuous monitoring and removals.

Our Partner Marketing Services team played a key role in campaign planning and launch. The team collaborated with National Retailer to develop messaging that emphasized the products’ proactive protection benefits and strategically segmented members based on generational interests and product usage. The team also executed ongoing member communications, conveying product advantages through emails, pop-ups and videos.
 

Six months post-launch, National Retailer achieved record-breaking engagement — login rates tripled, time spent in the portal rose by 68% and weekly visitors grew by 21%¹. Additionally, the retailer saw a 300% increase in monthly upsells, a 29% boost in revenue and a 0% change in member churn, despite the 15% price increase for the highest paid plan¹.

To drive these business outcomes, we partnered with National Retailer on developing the right messaging per segment and executed ongoing member communications via emails, pop-ups, and videos. This moved the needle on the following metrics:

Our innovative products are designed to add immediate value to your offerings, and its through partnership that we empower organizations to demonstrate that value and drive business outcomes. Our Partner Marketing Services team of experts in credit education, identity protection and lead generation marketing has put together a host of resources for partners to better market our EPS solutions. From discovery to program optimization, we collaborate with you to go to market and grow.

Let’s work together to optimize your brand promise, while boosting your ability to acquire, engage and retain customers.