lored specifically to the preferences of each member . This generates an open rate of 35 % ( and more for certain client segments ) with average click rates of 20 % ( five times the industry average ).

“ I think consumers today are solicited by all sorts of hyper-connected advertising everywhere ,” Bourlet says . “ You have to get their attention .”

But what about all that data collection ? In the era of online hacks , are consumers worried about their information stored in SAQ databases ?

Bourlet does not believe so . “ They know their data is being used in a good way with us ,” she explains . “ They ’ re very pleased with the benefits of the program , and want that enhanced consumer experience .”

SAQ Inspire plots that experience down to the granular details through its “ relationship marketing curriculum ” ( CRM ) during the “ membership lifecycle .” Each customer ’ s profile helps employees engage with specific contact strategies based on the data available . Every point of contact with members fits into the lifecycle : registration , activation and retention .

To keep members engaged , SAQ Inspire CRM is also deployed through ad hoc communications such as member birthday , points redemption proximity or member satisfaction survey .

The data about the program speaks for itself . Of the dollars spent at SAQ , 70 % are now linked to a member ’ s program card . The average member ’ s shopping-cart value is 43 % higher than that of a non-member .

Survey responses have been positive , and increasingly so . Asked last year whether members receive “ better personalized service thanks to SAQ Inspire ,” 88 % said yes — up from 83 % in 2016 .

“ We have many metrics that make sure we ’ re on the right track ,” Bourlet says .

Now with 2.2 million members in a potential market of 4.5 million , SAQ Inspire has achieved — in only two years — a substantial penetration rate , comparable to the most popular proprietary loyalty programs in Canada . •

BEST TECHNOLOGY INNOVATION Maine Bureau of Alcoholic Beverages

BY KYLE SWARTZ on hand . The app also provides a list of spirits available in the Maine , along with pricing and where to buy them . The application is available for both android and IOS users .

“ We were looking for another way to connect and reach out to consumers ,” explains Tracy Willett , manager of liquor operations for the bureau . “ This day and age , everyone is on their mobile phones and apps for everything , so we thought , ‘ Why not give that a shot ?’”

The bureau worked with the Maine-based company iBec Creative on the app . It took about a year to create and design the Maine Spirits App , and the first phase launched in March 2018 . “ The idea what that we wanted to help people find what they need ,” Willett says . The bureau reached out to suppliers for recipes , which staff then entered into a database by hand — including uploading images . The process of building this useful recipe catalog took about a year , Willet says .

If a consumer is short on cocktail ingredients , the app allows users to enter what products are in their cupboard . Then the app searches the vast recipe database for what these people can make given the products already in their home .

Though if a consumer feels like making the trip to pick up a missing ingredient — or to buy their favorite whiskey — the app has them covered there too . Users can type in the spirit they desire , plus their zip code , and the app will find all locations carrying that product within 25 miles .

This is helpful for more than just Mainers . “ A lot of folks come into our state for vacation in summer , and will be looking for one spirit in particular ,” Willett says . “ But not every store carries every brand .”

With the app , tourists can easily locate precisely what they want . The app will also provide users with that store ’ s phone number , so they can call ahead to confirm that the product is still in stock .

From March through June , more than 3,000 people downloaded the Maine Spirits App . The bureau supported the launch with a Facebook push , along with coasters , cards and AQ codes .

Phase two of the app is in the idea phase , as the bureau and iBec Creative discuss what they want next . “ The way we see the app , this is not going to be a stagnant thing ,” Willett says . “ We ’ re going to constantly add more recipes .” •

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