Kodak case for retailer Consum at Print Power DRUPA2012

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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.

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Transcript

  • 1. Vouchers for a better customer experience and increased sells and revenues1
  • 2. 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
  • 3. 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
  • 4. Consum – Case Study Phase 1: Phase 2: Statement Intial situation 1-to-1 Production Re- engineering personalization
  • 5. Consum – Initial Situation  1.200.000 members Sales  12 clusters  Monthly statement  12 coupons  80 different products Micro Marketing Mass Marketing
  • 6. 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)
  • 7. 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)
  • 8. Consum – Case Study Phase 1: Phase 2: Statement Intial situation 1-to-1 Production Re- engineering personalization
  • 9. 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)
  • 10. Consum – Production Re-engineering  1.200.000 members Sales  12 clusters  Monthly statement  12 coupons  80 different products Micro Marketing Mass Marketing
  • 11. Consum – Case Study Phase 1: Phase 2: Statement Intial situation 1-to-1 Production Re- engineering personalization
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. Consum – 1-to-1 personalisation
  • 16. Consum – 1-to-1 personalisation
  • 17. Thank you very much17