Connecting the dots to build customer loyalty · Social Media –Facebook ... Connecting the dots...
Transcript of Connecting the dots to build customer loyalty · Social Media –Facebook ... Connecting the dots...
15/09/2015 |1
Connecting the dots to build
customer loyalty
Dimitris Koronaios 15/9/2015
The story begins…
… in 1939 on the Voulis street
|2
1st
STOREINNO-
VATION
QUALITY
CUSTOMERSERVICE
LOYALCUSTOMERS
`
… and it goes on and on…
1950: 2nd store (Stadiou street)
1970: 1st Super Market in Greece in Psychiko
2nd
STORE1st
SM
QUALITY
CUSTOMERSERVICE
ASSORT-MENT
|3
CUSTOMER
EXPERIENCE
…until today!
More than 300 stores almost all over Greece
|4
So far… so good with one channel
|5
Connecting the dots is easy!
|6
What about more channels?
|7
Connecting the dots is quite difficult!
|8https://karinzastrow.wordpress.com/2013/07/29/connecting-the-dots/
Our Priority
|9
To provide the best possible customer
experience throughout the whole customer journey
Let’s start over
… in 2015
|10
STARTINNO-
VATION
?
?
LOYALCUSTOMERS
|11
To connect the dots…
To connect the dots…
you need to have dots to connect!
|12
You need to have assets!
First of all!
|13
First and foremost digital assets!
+Digital assets
|14
STARTINNO-
VATION
DIGITALASSETS
?
LOYALCUSTOMERS
AB assets
AB digital assets
|15
Web Site
|16
Web Site
|17
• 400k+ visits/month
• 1.4m page views/month
• 100k+ e-mails(35% avg. open rate, 7.5% avg. click rate)
Features: e-leaflet, promos, recipes, store locator, various info
Loyalty Portal
|18
Loyalty Portal
|19
• 30k+ loyalty accounts(* accounts linked with AB Plus card)
Features: link AB Plus card, issue new card, access history of purchases
eShop
|20
eShop
|21
• 9k+ products
• 700+ active promotions
• On going roll-out for Attica (will be completed in 10/2015)
Features: shopping lists, delivery slot, cash & debit card on delivery, backend integration (picking app)
Mobile app
|22
Mobile app
|23
• 125k downloads
• 10-12 push notifications per month
(24% average open rate)
Features: promos, recipes, store locator, various info, newsletter subscription
NEW VERSION Q4/2015
Info Kiosk
|24
Info Kiosk
• In 70 stores
• 55k+ engaged customers
Features: mobile coupons, promos, print/email recipes, various info
|25
Social Media – Facebook
|26
Social Media – Facebook
• 420k+ fans
• 1.6m+ monthly reach
• 524 brand posts (*)
• 305k+ likes, comments, shares (*)
• 753 requests for customer support (*)
(*) HY 2015 |27
Social Media – YouTube
|28
Social Media – YouTube
• 320+ videos
• ~950k views(450k views in 2015)
|29
In-Store free Wi-Fi
|30
In-Store free Wi-Fi
|31
• In 30 stores
• Micro location capabilities
• Analytics (New & Repeat visitors, Dwell time)
The benefit of having digital assets
|32
Customer insights
+Customer Insights
|33
STARTINNO-
VATION
DIGITALASSETS
CUSTOMERINSIGHTS
LOYALCUSTOMERS
|34
The next challenge…
eShop
Wi-Fi
Mobile App
SocialNews-letter
Info Kiosk
Web Site
CustomerBehavior
Integrate the assets!
|35
How?
How?
|36
AB Plus
1,3m+ households!
eShop
Wi-Fi
Mobile App
SocialNews-letter
Info Kiosk
Web Site
|37
AB Plus
CustomerBehavior
+Loyalty Scheme (AB Plus) Integration
|38
STARTINNO-
VATION
DIGITALASSETS
CUSTOMERINSIGHTS
LOYALCUSTOMERS
LOYALTYINTEGRATION
After Integration comes…
|39
+Big Data
|40
STARTINNO-
VATION
LOYALCUSTOMERS
DIGITALASSETS
CUSTOMERINSIGHTS
LOYALTYINTEGRATION
BIG DATA
From Data to Actions
|41
DATA ACTIONS
From Data to Actions
|42
DATA INSIGHTS ACTIONS
From Data to Actions
|43
DATA INSIGHTS ACTIONSANALYTICS
+Analytics
|44
INNO-VATION
LOYALCUSTOMERS
DIGITALASSETS
CUSTOMERINSIGHTS
LOYALTYINTEGRATION
BIG DATA
ANALYTICS
START
Dots connected!
|45
CUSTOMERJOURNEY
LOYAL
CUSTOMER
DIGITALASSETS
CUSTOMERINSIGHTS
LOYALTYINTEGRATION BIG DATA ANALYTICS
TAKEACTIONS
IMPROVEEXPERIENCE
HAPPYCUSTOMER
15/09/2015 | 46