Central Market is the Texas-based specialty food concept for H-E-B, a $20 billion retailer and one of the nation’s largest independent grocery retailers. Central Market has nine Texas locations and specializes in high-quality, hard-to-find gourmet foods, with most locations having a full-service kitchen and offering culinary classes and catering services to the public. Central Market was named “Outstanding Specialty Food Retailer” by Specialty Food Magazine in 2011 and has continued to be a leading example in the grocery store industry.
In conjunction with the relationship marketing team at The Richards Group, we are happy to be working alongside Central Market to add automation to their eFoodie Program. The Richards Group helped launch a revitalized email strategy earlier this year that brings automated content to the forefront to deliver a more personalized brand experience to eFoodie subscribers.
StoryPorts and Richards Group teams have helped Central Market to:
- Create a suite of email templates that visually reflect the brand and Central Market’s website.
- Drive social engagement by aggregating social mentions from Facebook, Instagram, and Twitter into key emails.
- Connect the RSS feed to instantly curate their More, Please! blog posts into email campaigns
- Leverage dynamic content and data automation to deliver cooking school classes, upcoming events, and Dinner For Two schedules that are personalized to a subscriber’s preferred location. For example, subscribers in San Antonio receive Weekly Savor and Cooking School emails specific to them, while subscribers in Austin receive emails specific to their preferred Austin store location.
Below are a few samples of recent dynamic email sends.
Weekly Savor Email Personalized by Location
In Store Cooking Classes Personalized by Location
Automated Newsletter Personalized by Location
Always Current Social Welcome Email
Since launching the revitalized program in February 2015, early signs indicate that open, click-through, and social engagement rates have increased compared to historical performance. The content automation has also significantly reduced the amount of time spent creating and segmenting emails.