Ben speaks with Georgia Price, Director, Digital and CRM at Pressed, a leading cold-pressed juice and plant-based snacks brand. They discuss the ways consumer marketing should “treat customers like you want to be treated,” and how Pressed is leveraging data and their various channels, including email and the app, to provide content to both acquire, retain, and reactivate their customers. They also discuss how personalization can be accomplished through more dynamic means, the ways in which Pressed is investing in their data infrastructure, and how there’s value in customers being able to choose the channels through which they want to be engaged.
- The common themes Georgia has found in customers across industries, from gaming to ed tech to ecommerce, and why it’s always rooted in wanting to be treated like a human.
- How Pressed uses email as a primary retention channel, and has increased CTRs by over 100%, open rates by over 50%, and attributed revenue by 15%.
- How Pressed is iterating on its loyalty program to engage more customers beyond initial sign-up, and how they’re looking at ways to maximize their app for more targeted engagement as well.
- How Pressed is investing in their data infrastructure to unlock customer information they haven’t had before, and how they’re using that information to create new customer journeys.
- The challenges to personalization at scale, and how Pressed is using more dynamic content based on data to better engage customers.
- Why there’s opportunity in different channels beyond just email, and why the value will come in customers being able to choose through which channel they want to hear from a brand the most.
- Advice for young marketers, including advocating for channels you know are working, becoming more data savvy, and embracing the opportunity to work cross-functionally.
Director, Digital and CRM
Pressed Juicery is the leading cold-pressed juice and plant-based snacks brand dedicated to making plant-forward living as convenient and delicious as possible. The company’s mission is to pave the way for plant-forward living by making real, healthy food accessible to everyone. Pressed operates more than 100 retail stores in 10 states, is available in nearly over 3,000 distribution points through its wholesale partners, and can be purchased directly from their website and shipped to any location within the U.S.
Industry: food & beverages | www.pressed.com
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I’ll start with common themes because really I think that’s what has enabled me to move from industry to industry almost really seamlessly in the retention marketing space is because even though talking to a hardcore gamer is different than talking to a teacher at Ed Tech, they still want the same one to one personalization. They don’t want to be spammed, they want information that’s helpful to them. They want things that are actionable. Treat your consumers the way you want to be treated.
Hey everyone, and thanks for listening to and watching the one to one consumer marketing podcast. Today I’m speaking with Georgia Price, who is director of digital and CRM at Press Juice, a leading cold pressed juice brand. Georgia, thanks so much for chatting with me today.
Thanks for having me.
Yeah, absolutely. I appreciate you taking time out of your day off to join us on the podcast here. Before we get into our conversation, can you give our listeners more background on your current role and also how you ended up there?
Yeah, absolutely. I am the Director of Digital Marketing and CRM at Press. I’ve been there for about two years, have been doing strictly ecom for about the last five years, but have worked in a number of different industries, primarily in the CRM retention marketing space, but have also done my time in product marketing and have been everywhere from long tail theory social networking sites to gaming to ed tech and now ecom and CPG. So it’s been an interesting journey.
Yeah, I bet that is a lot of different industries to be in. That might be a good way to segue into kind of how you see the consumer marketing space in general. Can you talk maybe some of the differences you’ve seen across industries and then some of the common themes that you see everywhere?
Yeah, I mean, I’ll start with common themes because really, I think that’s what has enabled me to move from industry to industry almost really seamlessly in the retention marketing space is because even though talking to a hardcore gamer is different than talking to a teacher at Ed Tech, they still want the same one to one personalization. They don’t want to be spammed, they want information that’s helpful to them. They want things that are actionable. Treat your consumers the way you want to be treated. It seems almost too simplistic, but with the tool set that we have available to us as marketers these days, we’re able to do that. We’re able to drill down and really understand who our customer is and where they are, whether they are playing a game on Facebook or they are buying cold crust juice online. I do think there’s more similarities than differences, honestly.
Yeah, definitely. I imagine what do you see as like you mentioned, one to one personalization and kind of treating our customers how we want to be treated. Do you feel like that’s the current state? Are we moving towards something where more and more brands are doing that? Do you feel like there are some bad apples in the market as well? Kind of. How do you see it?
I mean, I won’t names or anything like that. We’re not going to get dirty here. Of course, there’s folks that overdo it. I think in the CRM and retention space and in my experience personally, I’ve often been either a one woman team or a very small team and had a lot of pressure from leadership to say, oh, we need to make these sales. We hit these numbers. Let’s send an email to everyone. Being able to stand up and defend your channel and defend your consumers and be like, actually, there’s a smarter way we can do this. We have the ability to be more thoughtful. I think that more brands are understanding that, especially as the tool set and the channel options diversify.
Yeah, absolutely. I mean, I think that leads already into protecting your channel, like how you’re thinking about customer retention and lifestyle marketing. Can you talk through that ? How are you doing that at Pressed? What is your kind of philosophy in general?
Yeah, so at Press, when I came in, my first order of business was really to understand our list. Email was our primary channel. It still is. We’ve actually seen we’ve doubled our email volume in two years and have increased click through rates over 100% and open rates by over 50% and attributed revenue by something like 15%. It’s a channel that’s still super growing for us and is still really valuable. The first thing I did was look at that data set. How clean is this data? Are we really talking to people that are interested in juice? Are these folks that have dropped off and segmenting them based on where I think they were in their customer journey so that weren’t just hitting them with the same message all the time? Because while we have 100 or so SKUs, it’s primarily juice, and it’s juice. You might not like this spicy juice, but you still like a green juice.
There are some challenges around that personalization that we didn’t have when I email@example.com previously where there are 40,000 SKUs. I could say, hey, if you like Pinot Noir, you might like a Gomez or something like that, there’s less opportunity. Ensuring that data and that list is really clean and that we’re every six months deadwooding and that we’re honoring and unsubscribe, we’re honoring that implicit or explicit understanding of how much do you want to hear from us? Because of that, we’ve been able to ramp up from about three messages a week to almost daily while still maintaining good reputation. All good metrics, good attributed, like I mentioned, attributed revenue and things like that.
Yeah. It sounds like, again, putting yourself from the side of the consumer, managing communication preferences are a really key part of that. It’s like you don’t have so many SKUs to personalize, but you do want to respect the ways in communication. Also probably you mentioned the segments of where they are in their customer journey, too. Are you doing personalization based on those moments in the customer journey? What does that kind of look like?
Yes, absolutely. For us, it’s more based around what kind of SKUs you’re purchasing. A customer who is, let’s say, more of a hardcore cleanse customer, right. They’re going to do a three day cleanse. It’s very different than someone that’s just picking juices for taste because it delights them. They might have a juice every couple of days. Those folks might never be hardcore cleansers. And that’s okay. We can tailor that content to maybe not talk about cleansing or maybe talk about a half day fast or a juice set where you do one a day and try to upsell them into a larger bundle, a larger package, not a cleanse. Talk to them in the way that they want to be spoken to. One thing I’m really excited about that we’re launching soon is almost so simple. It’s like, how have we not done this? A product recommendation quiz, like, I want that first party data.
I want to know what flavors do you like so I can stop telling you about this drink with ginger and cayenne that’s super spicy and you hate spice. I shouldn’t stop bothering you about that. You’re never going to buy it, and please tell me if you don’t like it. I’m really looking forward to having that implemented.
Yeah, we’ve seen that on our site, too. We run a lot of those types of product quizzes and messaging, and we do find it so valuable to capture that. You mentioned first party data. We even see it as like zero party data that’s coming directly from customers. Because you’re absolutely right. Why continuously try to sell something or based on someone else’s transaction history, think this person might be interested when, like you said, that’s such a good example. If someone is never going to buy that spicy juice, you might as well just ask them and then you can create a much more meaningful connection with them. So I love that example. You mentioned your leadership and the pressure to send emails all the time. Can you talk through how retention has it changed at your company over the last twelve months? With everything that’s happening in the market, is there a bigger focus on it now?
There’s a much bigger focus. Prest is an Omnichannel brand. We have about 115 retail stores as well as the digital side of the business. There’s always the pressure to get traffic into the stores, but there’s a greater over the last year, and especially through the Pandemic, a greater understanding of the needs of the digital customer. The folks that aren’t near a store don’t want to pay for nationwide shipping, and they only have a single option. They’re going to order online for pickup or local delivery. Building out our site and building out our app in ways that are helpful to that customer and not just assuming everyone’s going to go into the store has been a big change for us.
Yeah, I believe it.
Yeah. We’re getting that data now around in store visits so that we can again segment in a unique way where I might get pressure from leadership to say, oh, we need to send this email or we need sales. In this region. We can talk to exactly those customers that are near those stores, that have made a purchase in the store differently than a customer who is only a digital customer.
Okay, yeah, that’s very interesting. Can you talk to me about that? What does that look like in your CRM as far as identifying customers that have visited specific stores? That through you have transaction data that’s tied to that specific customer and then you’re kind of logging that across different stores? What does that look like technically?
There’s two ways that we’re doing it right now. We do have a loyalty program. Part of that loyalty program is a QR code that you use to check out. We’re able to track that in store purchase that way. I’m pulling that data into it. We’re using Braids as our ESP and basically as our CRM and pull that in store visit as a unique customized event as well as event parameters around what that store is. We’re using Geolocation as well from our app data to pull in as custom attributes on the profile what stores a customer is near so that we can target them correctly or with a limited time promo. Or we have Geolocation push notifications saying, hey, you’re near press Burling game. Why don’t you stop in for your favorite fill in the blank of what their most purchased item is?
Yeah, amazing. Really using that like the loyalty program as a way to capture even more of that first party data to segment and personalize. Thank you for the example. I can imagine with that shift to digital, a lot of potential on loyalty and even some of that, like you mentioned, building out those journeys, embrace. There must be quite a lot of challenges when it comes to retention and loyalty. Can you talk through some of those?
Yeah, yeah. So our loyalty program is two tiered. We have a free version, which right, you sign up, you accumulate points, you get free product. That’s the end of the day. We also have a VIP pricing tier where you commit to uploading at least $10 a month into a digital wallet, and that gives you discounted pricing on everything. The challenge is really moving those Free Press Points members into that VIP tier. Obviously, no surprise that tier has higher LTV. We’d love everyone to give us $10 a month. How can you know that would be great, go for it. You have to make it compelling for them. Right now, my team is working through potentially revamping our entire loyalty program in order to make it more accessible to more people and less. I think with this pricing tier, it can be a little confusing. Why am I giving you $10?
How am I getting these? Why are there two prices on the website? That’s been a challenge for us that we’re working through, and we also are doing a ton of testing around what is the best offer to associate with joining a loyalty program. We found that there’s a significant number of people that are joined the program, the free version, just to claim their free item that you get at sign up, and then we never hear from them again. Well, what can we do here with this opportunity and all of these people? One, to get those people to purchase, and two, stop them from doing that behavior. Get them to actually engage with the brand and not just claim a pretty good discount.
Yeah. That’s a big challenge, I think, for a lot of loyalty programs, because there are always those people that love a good deal and that can take advantage.
Yeah. And that’s cool. Try the brand, but can you come back, please? Thanks. That’s where I come in, and I’m a one woman team, so it’s limited in what we can really I and a couple of engineers can put out every year.
Yeah. How do you I mean, you mentioned, obviously, like, there’s that activation component through the discount. Like, how are you I’m sure that as a one woman team, you’re also having to prioritize every day. There could be 100,000 things you could do, but you got to pick three, otherwise your days is over already. How do you prioritize that? How are you thinking about what is the most important parts of the loyalty program to fix?
Over the last two years, we’ve invested a lot in our data infrastructure and really understand prest is over ten years old, but a lot of that information around our consumer we haven’t actually had in a really clear way. We unlocked a lot of that so we can prioritize who are the customers that we really want to hit. Understanding that unlocking that information around the group of members who have never actually made a purchase was huge for us in the last year. Oh, well, look at all these people that aren’t doing anything. How can I focus on them to activate them? What special journey do I need to build out? Because I’m the one that has access to their information at this point. They’re not going back into a store. They’re only hearing from me. How do I tell them about press? Get them back in, especially without leveraging discounts on discounts.
That’s been a big change for us in the last year as well. Pulling back from changing a promotion every two weeks to more of an evergreen strategy of like, this is the one promotion that we have out all the time, apart from like, maybe yesterday was National Acai Day, so we did a little mini promotion for ASAI bowls. Beyond that, it’s challenging and that’s where the personalization elements come in as well, like understanding, okay, can I know what item they got for free so I can kind of upsell them with something else or looking in the data and saying, hey, it might not be worth our time to worry about these folks right now. Let’s worry about the actually active purchasing members and how we can get them either to move into VIP or to increase their retention rate.
Yeah, okay, that makes a lot of sense. Finding not just the most important cohorts necessarily, but also moving beyond discounting and into almost how do we make a more relevant experience to them so that we can get more from them without always leaning on that? I think that’s something that is definitely a challenge for many people in the loyalty space, and it’s always interesting to hear how you’re addressing that. And you mentioned app a few times. You mentioned this example of the QR code to pull offline customers online and kind of give you more data on them. Can you talk about which channels you’re seeing work well, which you’re seeing work not so well these days.
So email is our primary channel. I am a big, and I think we spoke about this the last time we talked, but I’m a believer in email across every industry I’ve been in. The number one thing I want from my consumer, the number one piece of information I want is their email address. That continues to be, for us, our number one driver when it comes to retention and reengagement of those customers. We have really good opt in rates, really low unsubscribe rates. The app is right now, it’s just parity with the website and it’s serving as mostly just another purchasing channel. I think there’s opportunity to build that out into some more gamification elements, like how does it really fit into our loyalty program? It just for our most loyal customers? It’s still something that absolutely been out for about two years, and so that’s still something that we are really honestly working through.
We leverage push, we leverage SMS, we leverage input messages. Email is still on the digital side. It’s our number one channel.
Has that been a challenge then just out of curiosity, in terms of the changes that we’ve seen in the email space, like more stuff going into filtered inboxes, more stuff going to spam, like Apple’s Mail, privacy initiatives, what does that look like for you when your number one channel is email?
Honestly, it hasn’t been as difficult as I thought it would be. When all the changes came out, I think everyone went crap, what are we going to do? If you’re sending content that your customers want, whether that’s educational transactional, whatever, they’re still going to open it. We are sending an email almost every single day and still have like a 60% open rate across all of our customers, not just folks that are buying. Even though I do think that metrics are just kind of vanity, but it’s still nice to report that back to a leadership team. For us, it hasn’t hurt us too badly because we have the brand recognition. We had really clean, healthy lists. Folks, they want to interact with our brand, they want to get stuff from pressed.
Yeah, it really is, again, like focusing on that value for their customer rather than necessarily trying to go after volume. Like, how do we be as relevant as possible to everyone? If you then trust that 60% open rate, that’s incredible. If you’re sending messages, emails every day and you’re getting that kind of engagement, you obviously do have a loyal base, people that are interacting with the brand. Yeah, that’s a very strong place to build from. I mean, you’ve mentioned one to one personalization a couple of times. That’s obviously difficult at scale. What does that look like in your email program? Like, how are you connecting one to one with those customers?
Right now it’s around product and product relevancy. Recommending products that we think you’re likely to purchase based on your past purchases or customers like you. We’re using dynamic yield for all of our recommendation services and that’s something we only launched in the last six months. Previously it was simply based on information in the customer profile and saying, all right, you recently purchased a vitamin C pack. I probably don’t need you to tell you about a vitamin C pack again at that simplistic level. Now we’re moving more toward dynamic content.
And you mentioned the product quiz too. Where does that live? Is that on the app? Is it in web? How do you deliver that product quiz experience to your customers?
It’ll be a landing page that will direct folks to either in paid ads and an email starting off again. It’s not live yet, still going through Ada interview, but it’ll be a landing page so we can send folks there from anywhere. I think it will be really interesting to test on the paid acquisition side. I know Facebook ads do see some pretty good engagement around quizzes, so I think it will be a good acquisition tool for us as well as getting that zero party first party data.
Yeah, it’s an interesting it’s a perfect mix of both using it as an acquisition tool but learning more about your existing customer database as well. I think that I’m very curious to check back in a few months, hopefully when it’s out of compliance and see how it went. Yeah, you’ve given a great overview of what you’re doing right now at Pressed and kind of your challenges, how you’re solving for some of them, looking forward . Can you talk to me about something that excites you in consumer marketing?
I do think there’s a lot of opportunity in different channels. Right. I know I’m like old school email marketer. Email is not dead. I’m that person. It’s fine. I very much believe in it. I understand not everyone wants to hear from you in that space. We’ve opened up, we’ve seen the emergence of text messaging, we’ve seen the emergence of other channels to reach out, facebook, messaging, WhatsApp, things like that. I think there’s going to be a lot of value and a lot of value in allowing a customer to say, this is where I want to hear from. I think the default has become and I remember launching my first preference center ten years ago or whatever, where we built in the ability to select frequency. We were like, I can’t believe that we’re letting people say how often that they want us to talk to them.
Adding that channel piece is going to unlock even more of that personalization and one to one conversation that we’re trying to get because right, I’m realistic, not everyone wants to get an email. It’s fine for me. I’m fine giving my email out. I would rather giving my phone number out is more personal to me, but that’s not the case for someone else. So let’s let them choose. For press specifically, we are collecting phone numbers as part of our onboarding experience for our membership program, but we’re not leveraging it very much on the marketing side. I’m excited to open that up more and understand those types of customers and have each heard from.
I think, again, that’s such a great perspective of always thinking about the communication preferences of the customer. We’ve seen a lot of obviously we’re in the messaging space, so we are very bullish on that. We’ve also seen a lot of data about, I think particularly for younger generations, I think I even have this personally. I captain a soccer team here in New York and we’re a bunch of older people that are like, let’s say 35 to 40. We’ve also had new joiners on the team and the younger kids that are like 2022, they never respond to any of my emails, but I hit them up on WhatsApp and I can always get a response. I feel like we are seeing that shift and it’s going to make a big difference in how businesses communicate. I love that idea of the communication preference center right now.
For me, it’s always just like app notifications or email, but I could totally envision a day where there’s like WhatsApp, Facebook Messenger and all the other channels right in there so that you can really tune that to your own preferences.
Yeah, absolutely. Gen Z, come change the world, man. I believe in them.
Yeah, because you brought up messenger and WhatsApp, is there anything that you’re exploring in that space or right now it’s limited to SMS.
Right now it’s limited to SMS, yeah, I guess, yeah.
As a one woman team, there’s a lot of other priorities on your plate right now too. I think looking back over all the industries that you’ve worked in, you have focused a lot on retention. What are the top three pieces of advice for other retention marketers or things that now that you wish you knew at the start of your career?
Oh boy. The first thing I would say, and this maybe is going to come across as vague or maybe too obvious, but I think retention marketing and email not really seen as like a fun, sexy thing to do. It’s often, at least in my experience, sometimes like pulling teeth to get the resources to do a new ESP integration or get new events. It’s important to just stand up and believe in your channels and make the case we have the data, we know it works, we know these channels are worth our time and worth our investment both financially and otherwise. I wish as like a little baby retention marketer that I had a louder voice and was like, actually no, this is really good. We should be using these channels for good and not for bamming our customers with promos. There’s new exciting ways we can do this.
I think I’ve been fortunate because I’ve worked in so many different industries to see how those different channels and levers have worked in Facebook games. Unlocking a Facebook notification that pre Facebook messenger. Right? This is the years, the days of like farmville that’s to date myself that was a whole new space for us, like, oh my gosh, what if we could talk to someone on Facebook that’s playing our game and send them a message when their base gets attacked? It was like a hardcore Facebook game. Hardcore Facebook games. That’s often my number one thing when I bring on new team member. I’m like, you’re here for a reason, this is really important and don’t let anybody tell you that it’s not important or it’s not worth our time. The second thing I would say is become as data savvy as possible, not necessarily like, all right, you don’t have to learn SQL helpful but understand the numbers.
Work with data scientists, if you are lucky enough to have them, to build out dashboards and understand at the campaign level, at the user level, what’s going on so that you aren’t getting that pressure of, hey, the only important thing is an open or a click. There’s more important things to be looking at. If you can track them and you can attribute it, you can make the case for your channels even better. The third, I would say is it’s a super cross functional role. That’s been really invaluable for my career, is being able to work with product, work with engineering, work with creative at every single place I’ve been, whether it was like a twitch when it was 500 people or remind when it was 50. It’s a role that fits into so many different places, and it really helps you learn, especially if you’re just coming into the marketing space.
Yeah, I love that. Stand up for yourself. Learn how to use data to stand up for yourself even better and make the case for your channel and also recognize how cross functional it is because you’re right. CRM touches literally everything as soon as someone is a customer or even part of your funnel. It’s so key to kind of embrace other teams to help make that case for you because like you said, it’s a complex journey. Getting all the insights of those different pieces is key to then to do your job better. Yeah, I love that. Looking forward even further, no one loves to make predictions, but five years from now, what is the future of consumer marketing look like for you?
Oh my gosh. Oh, wow. Only five years.
You can go ten, go 20 if you want. How far in the future do you want to go?
I think we’re going to see a lot of the same channels performing really well. As people get, especially on SMS, people get more comfortable with that. Remember when online banking launched and we’re like freaked out about looking at our bank accounts online and now it’s just second nature. Same with email and now it’s giving your phone number away. Same with allowing access to your WhatsApp? I think that the strong foundation channels are going to remain. We’ve seen that with the growth of substac, right. They have 2 million paying subscribers. That’s people paying for a newsletter. If you had to ask me three years ago, I would have said, no one’s going to pay to subscribe to a newsletter. Like, no way. Now it’s this incredible place for writers to access. I think that we are going to see changes, but not as many changes as we think because I think every couple of years we hear that story, right, facebook messenger is going to take out email, like, okay, well, that didn’t happen.
Yeah, I agree. I think it’s not so much. About replacing the channels as like stacking the channels right on top of each other and helping it work together. Yeah. Like you said, imagine a future where your preference center includes your channel mix. As a customer with the company, I think that is much more interesting future that is much more aligned with how customers want to engage. Because ultimately, like I said, every channel, people aren’t going to suddenly not have email addresses. They’re not suddenly not going to have a phone number that you can text, but they probably will want to have something via messenger or WhatsApp if that is their preferred method of communication. So I totally agree with you. It’s like we shouldn’t follow the popular logic of like, oh, this channel is dead. Long live this new channel. It’s just going to be like, hey, what if I had introduced email in 2005 at my company?
That’s the opportunity I have now with this new channel. Let’s stack them.
Yeah. I think consumers are getting more and more comfortable, honestly, with personalization and with understanding how I’m trying to think of a way to say this without sounding Big Brothery, but how we are understanding their habits and how retargeting is working together with email and all the pieces that are coming together. I think it’s good that consumers are being more savvy and whether they’re saying, like, my phone is listening to me, or we can use those channels in ways that take a note, friendlier, I think, than we have in the past.
Yeah. I think to your point about the product quiz, right? Like, consumers are totally willing to give their data when you’re explicit and upfront about it, and you can give them a reason for why you’re asking for that data because it’s about personalizing their experience. I think where they start to feel like it’s Big Brother is when they don’t understand that you’re tracking them and then you’re doing all of these things like snooping on them across other sites. That’s what upsets people. I think we have an opportunity as marketers to engage customers in a much more direct way that’s built around value that we can ultimately results in. Your point? Which is to make things more relevant, better brands to that customer.
And that builds trust.
Exactly. I think trust is what makes customers stick with you, make them stay loyal, makes them choose your brand over others. I think there’s a bright future there. I’m glad you see the brightness too, Georgia.
And thank you. Yeah. That’s all we have time for today. Thank you so much for coming on the podcast. If people want to follow your journey and learn more about you, where should they go?
LinkedIn. That’d be the place to be. You can find me Georgia Price on LinkedIn. On Instagram. It’s mostly pictures of babies and horses, I’ll be honest.
Well, if you want to get in touch about anything marketing related, then you heard Georgia Price. Go to LinkedIn. It’s Georgia Price from Press Juice. Send some feedback about the episode. I always love feedback about the episode, too, so don’t hesitate to send me a DM future guests, topics you want to hear about or anything that you heard here. Check out Spectrm on LinkedIn or go to Spectrm.io to learn more about what we’re doing in the messaging space. Georgia, thanks so much for taking time out of your Friday off to talk to me.
No problem. Thank you so much. This has been great.
Yeah. Thank you to everyone else who’s listening and watching. We’ll see you on the next episode.