Case Study:
Growing Roots CRM with a 50% Conversion Rate

Converting 51,602 Anonymous Consumers to Rich Consenting Customer Profiles

About Roots

Founded in Toronto, Canada in 1973, and inspired by the nearby wilderness of Algonquin Provincial Park, we inspire the world to experience everyday adventures with comfort and style.

The Problem

After the introduction of CASL, Roots had to remove hundreds of thousands of email addresses from their marketing databases and only had about 400K email addresses left. Roots turned to Mawazo for a campaign to quickly their email marketing database in a CASL-compliant way.

Roots in-store campaign

Engagement Details

Mawazo organized a conversion campaign for Roots to activate in-store customers to submit their email address and create rich consenting customer profiles. Physical scratch cards were printed and delivered handed out in-store with every purchase.

Each scratch card revealed a unique code which participants entered into an online campaign platform. The customer profile was enriched with a sequence of questions on a responsive campaign site, establishing their demographic details and areas of interest.


Roots online campaign platform
Roots CRM

A real-time connection with the Roots CRM allowed  for the enriching of existing customer profiles and the creation of new relationships. A real-time dashboard for conversion tracking allowed Roots management to monitor the results in each individual store. 


The Result

In two months, over Christmas 2015, we acquired more than 51K email addresses from 103K participants, and generated 47K website visits to Roots.com:

Number of Cards

961,000

In 107 branches

Unique Participants

102,842

10.7% conversions

New Registrations

51,602

50.2% conversion

Traffic Roots.com

47,399

46.1% conversion

Addressing the challenges of B2B field service companies

With our 25 years of experience in web development and digital marketing we have developed a unique system to address the challenges of B2B service companies. Our approach generates predictable results and we offer a unique performance guarantee.

Below is a decription of our 4-step process. This case study is relevant for phase 3 of our programme:

Find Hidden Profits In Your Business Systems

Generate 5x ROI
On Digital Marketing

Open New Markets Profitably

We create a digital marketing strategy to differentiate you from the competition and  attract profitable clients

Digital Transformation with custom automations removes costly inefficiencies and 
saves overhead cost

Your Digital Marketing System delivers warm leads to sales, growing your revenue with our 5x ROI guarantee

With technicians and leads in new markets you can grow and expand to new locations
without additional overhead

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