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THE CUSTOMER

AT THE HEART OF EVERYTHING

CASE STUDY - CUSTOMER FOCUS -
Ei PUB PARTNERSHIPS

The Brief

There was an identified need to further focus the recruitment of potential publicans into the Publican Partnerships area of the ei group estate by utilising the segmentation information and our expertise in understanding customer behaviours and expectations in specific pub demographics and types.

What We Did

Using our knowledge of the segmentation of the ei group estate and extensive experience of matching customer retail offer, we developed a number of more targeted approaches to refine the recruitment process.  These included:

 

  • Showing a more detailed demographic / customer profile on the pub specific recruitment web page

  • Developing a simple online process to match people to the right type of pub vacancy

  • Utilising specifically developed POS to target identified customers and B2B groups, communicating digitally and through direct mail

The Outcome

Potential candidates are now much more likely to apply for sites which are appropriate to their skills and backgrounds.  This has resulted in the recruitment team members spending less time (and therefore cost) on inappropriate applications and more time on effective follow up communications.

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