• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Kodak case for retailer Consum at Print Power DRUPA2012
 

Kodak case for retailer Consum at Print Power DRUPA2012

on

  • 706 views

A presentation made by Thomas Wimmer (KODAK) about the value of personalized vouchers to create increased loyalty for a Spanish retailer. A presentation made during the Direct Mail Day at the Print ...

A presentation made by Thomas Wimmer (KODAK) about the value of personalized vouchers to create increased loyalty for a Spanish retailer. A presentation made during the Direct Mail Day at the Print Power booth at DRUPA.

Statistics

Views

Total Views
706
Views on SlideShare
703
Embed Views
3

Actions

Likes
0
Downloads
1
Comments
0

1 Embed 3

http://pinterest.com 3

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Kodak case for retailer Consum at Print Power DRUPA2012 Kodak case for retailer Consum at Print Power DRUPA2012 Presentation Transcript

    • Vouchers for a better customer experience and increased sells and revenues1
    • Consum – a major Spanish retailer  Founded in 1975  App. 600 Supermarkets in the south and east of Spain  Valencia  Cataluña  Murcia  Castilla-La Mancha  Aragón  Andalucía App. 10.000 employees Customer Card with app. 1.200.000 members
    • Consum – a major Spanish retailer The Consum Customer Card 3 Benefits concept 1. % discount based on shopping basket value (0,75 – 1,25%) 2. Achieved discount is also usable for always changing products at the super market. 3. Special savings on 12 identified products which are purchased often by customer
    • Consum – Case Study Phase 1: Phase 2: Statement Intial situation 1-to-1 Production Re- engineering personalization
    • Consum – Initial Situation  1.200.000 members Sales  12 clusters  Monthly statement  12 coupons  80 different products Micro Marketing Mass Marketing
    • Consum – Initial Situation Role of the Print Service Provider Meydis = Print Service Provider B&W printing on 12 pre-printed statements (1 for each cluster)
    • Consum – Initial Situation 12 Clusters: multivariable segmentation by combination of Basket Analysis + Customer life cycle B&W printing on 12 pre-printed statements (1 for each cluster)
    • Consum – Case Study Phase 1: Phase 2: Statement Intial situation 1-to-1 Production Re- engineering personalization
    • Consum – Production Re-engineering  From Pre-printed statemet to full-color printing  Document Composition: 1 PDF + N images (1 for each product)  Information Systems: From 12 files to 1 file + 1 Campaign Matrix  Intelligence: 12 clusters (micro marketing)
    • Consum – Production Re-engineering  1.200.000 members Sales  12 clusters  Monthly statement  12 coupons  80 different products Micro Marketing Mass Marketing
    • Consum – Case Study Phase 1: Phase 2: Statement Intial situation 1-to-1 Production Re- engineering personalization
    • Consum – 1-to-1 personalisation  Intelligence: 1-to-1 personalization engine (scalable to different algorithms)  Information Systems: Datamart to support personalization engine algorithms  Print Service Provider: Web Portal with dynamic customer segmentation and campaing management
    • Consum – 1-to-1 personalisation Role of the Print Service Provider Meydis = Marketing Service Provider Strategic Marketing Consulting: Business rules modelling – translate business goals Information Systems: Datamart set-up, Web Portal development Database Management & CRM: Personalization framework development Document design Printing & Finishing
    • Consum – Production Re-engineering  1.200.000 members Sales  850.000 different statements  Monthly statement 1-to-1  12 coupons  400 different products Micro Marketing Mass Marketing
    • Consum – 1-to-1 personalisation
    • Consum – 1-to-1 personalisation
    • Thank you very much17