Maria yankova

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Maria yankova

  1. 1. Managing Loyalty METRO Cash and Carry Bulgaria Dr.Christoph Schulte, Customer Management Director 04.04.2013 Document type DateMETRO Cash & Carry Bulgaria Member of METRO Group
  2. 2. TRACKERManaging Loyalty: What do we manage? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure We concentrate on Legend5 the visible part… We want to push the left… But how do we move the whole when the majority But the currents is underneath what push to the we see? right… * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 2 Member of
  3. 3. TRACKERManaging Loyalty: What are the building blocks of Loyalty? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 3 Member of
  4. 4. TRACKERManaging Loyalty: Building blocks Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 4 Member of
  5. 5. TRACKERManaging Loyalty: Starting point Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 1 2 3 4 5 * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 5 Member of
  6. 6. TRACKERManaging Loyalty: How to build awareness? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 1 Awareness TV advertising Radio Advertising Internet Advertising Social Media Billboards * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 6 Member of
  7. 7. TRACKERManaging Loyalty: How to build awareness? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 1 Awareness TV advertising Radio Advertising Internet Advertising Social Media Billboards * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 7 Member of
  8. 8. TRACKERManaging Loyalty: How to build awareness? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 1 Awareness TV advertising Radio Advertising Internet Advertising Social Media Billboards * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 8 Member of
  9. 9. TRACKERManaging Loyalty: How to build awareness? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 1 Awareness TV advertising Radio Advertising Internet Advertising Social Media Billboards * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 9 Member of
  10. 10. TRACKERManaging Loyalty: How to build awareness? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 1 Awareness TV advertising Radio Advertising Internet Advertising Social Media Billboards * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 10 Member of
  11. 11. TRACKERManaging Loyalty: From awareness to consideration Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4 If peopleUnit of measure are aware you are there why should Legend5 they consider you? What can you do so that people consider you? How do you become relevant? * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 11 Member of
  12. 12. TRACKERManaging Loyalty: Why should people consider you? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 2 Consideration Metro Academy My Store Office Needs * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 12 Member of
  13. 13. TRACKERManaging Loyalty: Why should people consider you? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 2 Consideration Metro Academy * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 13 Member of
  14. 14. TRACKERManaging Loyalty Why should people consider you? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 2 Consideration Metro Academy Trainings: culinary, barista, wine etc. Academy on tour Knowledge sharing point for the leaders in the culinary field * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 14 Member of
  15. 15. TRACKERManaging Loyalty Why should people consider you? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 2 Consideration Metro Academy Trainings: culinary, barista, wine etc. Academy on tour Knowledge sharing point for the leaders in the culinary field * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 15 Member of
  16. 16. TRACKERManaging Loyalty: Why should people consider you? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 2 Consideration Metro Academy Trainings: culinary, barista, wine etc. Academy on tour Knowledge sharing point for the leaders in the culinary field * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 16 Member of
  17. 17. TRACKERManaging Loyalty: Why should people consider you? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 2 Consideration My Store * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 17 Member of
  18. 18. TRACKERManaging Loyalty: Why should people consider you? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 2 Consideration My Store Know-how transfer Business support Assortment * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 18 Member of
  19. 19. TRACKERManaging Loyalty: Why should people consider you? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 2 Consideration My Store Know-how transfer Business support Assortment * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 19 Member of
  20. 20. TRACKERManaging Loyalty: Why should people consider you? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 2 Consideration My Store Know-how transfer Business support Assortment * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 20 Member of
  21. 21. TRACKERManaging Loyalty: Why should people consider you? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 2 Consideration Office Needs Assortment Communicate * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 21 Member of
  22. 22. TRACKERManaging Loyalty: Why should people consider you? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 2 Consideration Office Needs Assortment Communicate * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 22 Member of
  23. 23. TRACKERManaging Loyalty: How do people consider you? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 23 Member of
  24. 24. TRACKERManaging Loyalty: How do people consider you? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 24 Member of
  25. 25. TRACKERManaging Loyalty: Brand Positioning Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 25 Member of
  26. 26. TRACKERManaging Loyalty: But how to achieve conversion? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 26 Member of
  27. 27. TRACKERManaging Loyalty: How do you convert customers? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 3 Conversion * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 27 Member of
  28. 28. TRACKERManaging Loyalty: Are your customers loyal? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 28 Member of
  29. 29. TRACKERManaging Loyalty: How to ensure loyalty? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 4 Loyalty Stamp Collection Behavioral activation & rewards * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 29 Member of
  30. 30. TRACKERManaging Loyalty: How to ensure loyalty? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 4 Loyalty Stamp Collection Behavioral activation & rewards * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 30 Member of
  31. 31. TRACKERManaging Loyalty: Do you have advocates? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 31 Member of
  32. 32. TRACKERManaging Loyalty: Do you have advocates? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 4 Advocacy Talking about this: 1757 Referrals – 11% * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 32 Member of
  33. 33. TRACKERManaging Loyalty: How does it look like for us? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 33 Member of
  34. 34. TRACKERManaging Loyalty: And why we do it? Legend1 STICKER Legend2Subtitle or Unit of measure, when both Unit of measure goes into 2nd line Legend3Title Legend4Unit of measure Legend5 * Footnote Source: SourceMETRO Cash & Carry Bulgaria Page 34 Member of

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