Smart Marketing - Makro
description
Transcript of Smart Marketing - Makro
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Smart marketingInformation & communication @ makro
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Hij kent zijn (goede) klanten
Hij kan het goed uitleggen
Hij is goed georganiseerd
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information
communication
organisation
Wants & Needs
products
Buying behaviour
relation
life
FRAT
decision drivers
one to one
moment
mood
objective
lean
flexibleefficient
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MAKRO Part of METRO group (MediaMarkt, Saturn, Galeria Inno, ...)
MAKRO : 6 outlets in BelgiumWorldwide 600 outlets in 32 countries
“For professional customers & end consumers”
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Collect Data
AnalyseData
UseData
COLLECT ANALYSE USE
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Signaletic : Customer X, lives in Antwerp. He belongs to the branch Horeca. He has a restaurant, Belgian kitchen with menu’s between 25€ and 45€.
Invoices : Customer X visits our store in Deurne 1x a week and spents on average 424€. He regularly buys meat, fish, fruits & vegetables and occasionaly he buys wine.
The customer knowledge approachcollect
IDENTIFY
DIFFERENTIATE
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Customers Segmentation Understanding
Segmentation > understandinganalyse
Customer, not buying
New prospects
First time buying
Growing versus Declining | product type
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HORECA TRADERSCOMPAGNY
or OFFICES
END CONSUMERS
NEW CUSTOMERS
LOST CUSTOMERS
EXISTING CUSTOMERS
REGULAR
IRREGULAR
ACQUISITION
UPSELLING
FREQUENCY
REACTIVATION
useThe customer knowledge approach
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Strategic flow
IDENTIFY
DIFFERENTIATE
CUSTOMIZE
INTERACT
Set up / Cleansing / enrichment / updates > segmentation
Brand essence / audience messaging / compelling content > needs & objectives
Action flows / connectivity / closed the loop / testing / metrics > ROI
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Proces driven relationship communication
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About MAKRO folder
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Regular circulation coverage of Makro Folder based on date last visit– Variable selection with an average of 4 folders, 8 weeks after date last visit
– Standard selection of Horeca and Trader customers and
– Standard selection of new customers for 1 month
Mail approach and model inefficient for sporadic customers; no frequency builder
Low frequency customers receive 4 folders right after their visit, whereas they don’t visit us …
… but no folder activates them when they come back.
visit visit visit
Circulation 2009
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Optimization of circulation– Maintain approach for Horeca and Trader customers
– Integrate new customers for longer period
– Normal circulation for regular customers > 6 visits last 12m
– Target customers with increasing frequency =<6 visits last 12m but >= 2 visits last 2m
– Target low frequent customers before probable visit• Eg : Irregular customer with an visit interval of 1 visit every 3 months will
receive folder at 1,5 months after last visits
Basket or frequency approach by personalized coversheet
Circulation 2010
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Cover Sheet
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Basket– Objective: increase basket by offering each folder 1 promotion
on products/categories which the customer does not buy
• Costs discount only if extra sales is generated
• Each customer is screened on the basis of 2 to 5 offers with a postulated priority. Not buying = selection If buying all products (top customer) = generic promotion
Frequency– Objective: increase frequency by offering 1 promotion
on basket or category
• Costs discount only if extra visit and sales is generated Promotion in % on total basket: e.g. -10% on basket or Promotion in € on min. value in category:
e.g. -10€ / 100€ non food
Cover Sheet
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Detailed metrics and learnings used in test to increase frequency
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Testing
Test if we could get a higher activation by a more selective approach
Personalised mass communication (folder & coversheet)
VERSUS
Multiple personalised communication (DM / postcard / folder with or without coversheet)
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TestingSummer mailing - coversheetWith and without promo
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TestingSummer maling - postcardWith and without promo
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TestingBack to school mailing – coversheetWith and without promo
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TestingBack to school mailing – postcardWith and without promo
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Testing
Methodology
We look at the respons but also ticket size (food & non-food)
Ticket size Nonfood can be an interesting trigger.
We do the test 3 times = 3 folder periods (F16, F17 & F18)
Then we can make clear conclusions on
- target group
- triggers
- potential live time value
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Testing
KPI’s
The results are compared on the basis of:
I. Number of respons and respons %
II. Total sales, sales Nonfood, sales Food and AVG ticket size per respons
III. Number of visits and AVG ticker size per visit
Respons = customers who have received a coversheet, postcard or folder and that have visited Makro in the folder period
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Critical Success Factors
Information about individual shopping pattern actively used in communication
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thanks