Hakim Benbouchta - Head Office (Pecha Kucha)
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Transcript of Hakim Benbouchta - Head Office (Pecha Kucha)
Customer Relationship Management
It’s all about connections…
Marketing Day 2011
In your opinion, what is the biggest marketing challenge facing
advertisers?
Much more propositions…
Each day, the average consumer encounters about 3.000 messages.
Not more time
Not more money
Attention is key
Differentiationis key
Connection is key
CRM does it better !
The « Explore More » Case
AS Adventure’s Loyalty Program
The Retail Concept
Premium brands and specialists for outdoor passionates
Our Objective
Build a strongly connected community
A strongly connected community
• A solid and rich customer database
• Effective relations
• Commercial success with proven sales uplift
• Mainly based on content & added value vs pure promotions & cach back
June 2009 : start from scratch
• 28 shops
• Not a single customer data
• No channel for fast and effective direct communication
The tools
Loyalty Program
• Exclusive promotions• Information about the
brand• Invitation to events• Invitations to trainings• Exchange without ticket• Longest period for
exchange• NO Cash Back mechanic
The magazine
The magazine
• 4 times / year- The first year free for all A.S. customers - Free for all
Explore-More cardholders, sold in the A.S. stores to all other customers
- After 18 months also sold in the Belgian Bookshops
• 80 p of quality content• 20 p of ads
E-letters
• Generic info about the brand• What’s going on in and around
the shops• Travel & outdoor tips• Non-specific• Monthly
Flashmails
• Information about the brand
• Specific advantages for cardholders
• Partner actions
• Pre-sales campaigns
• Add-on services and products
Triggermails
• Linked to the customer’s individual purchases
• Additional info• How to use• Additional and need-for
products
• Take him back to the shop• Up-selling & cross-selling
• Purchase-specific to generate incremental business
The Results
500.000 MEMBERS IN 18 MONTHS
84,7% ACTIVE CARDS IN 2010
+ 43,6% AVERAGE BASKET MEMBERS VS NON MEMBERS
80 % NETSALES REGISTERED WITH CARD
+ 32 % AVERAGE VISIT / YEAR VS NON MEMBERS
43,53%TRIGGERMAIL AVERAGE UNIQUE OPEN RATE IAB retail Benchmark : 20,6%
80 % AVERAGE TOTAL OPEN RATE
30,86%NEWSLETTER AVERAGE UNIQUE OPEN RATE IAB retail Benchmark : 20,6%
33,12%FLASHMAIL AVERAGE UNIQUE OPEN RATE IAB retail Benchmark : 20,6%
72%OF THE READERS GIVE THE MAGAZINE A 8+ LIKEABILITY SCORE
82,1 % DECLARE TO HAVE FULL FAITH IN THE CONTENT
53% READ THE ENTIRE MAGAZINE
FIRST FULLY SELF SUPPORTED MAGAZINE(advertising + sales in bookshops)
Conclusions
Conclusions
• Promotions and cash back are not the only way to make customers loyal. On the contrary.
• In the actual communication mess, qualitative content is highly valuable for customers
• Personalised communication raise the attention by far
A FEW SECONDS LEFT ?
Thank you for your attention