Industry Eye: Case Study - Green Valley Pecan Co. Is Nuts About Its Revamped Marketing Database

Green Valley Pecan now tracks purchase channel, geography, email address, key purchase months, purchase history, etc., all enabling it to communicate better with its customers.

“We wanted to be able to expand that current database to acquire email addresses,” Walden says. Now the company can determine what kind of customers are shopping with it, their demographics, where they live and their income levels, among other factors. “We’re just trying to segment in ways to be able to sell to them more efficiently and cost effectively — creating relevant offers and benefits,” she adds.