This session presented by Selligent will enable attendees to get the right insight on relationship marketing best practices and the importance of engagement and loyalty programs. Actual examples show how cross-channel marketing programs can help increasing the engagement, trust, loyalty and value of customers. Lars Crama, Business Development Director at 2organize, explains the multichannel approach and other key success factors of the loyalty program launched by A.S.Watson, the world's largest health, beauty & lifestyle retailer, for its brand Kruidvat in the Benelux. While more than ever marketers are eager to engage their customers, few Loyalty cards survive. So how has A.S.Watson been able to activate this card active in more than 25% of all households in the Netherlands? Showing great conversions and results? Just attend this session and you will know!

1. Customer Loyalty in
Cross-Channel Marketing Programs
! Lars Crama
Business Development Director,
2organize, Oxyma Group
Email Lars.Crama@oxyma.nl > Twitter @larscrama

2. WINNING
CUSTOMERS
HEARTS
AND
MINDS

3. QUESTION:
“How
many
plas=c
cards
are
in
your
wallet?”

4. The
average
person
carries
around
17
plas=c
cards
in
their
wallets
or
purses.
(including credit and debit cards, store cards, library memberships, driving licenses, national insurance, organ donor and loyalty cards.
Source: http://newslite.tv/2012/09/17/we-all-have-bulging-wallets-bu.html)

6. 25%
households
High
High
Revenue
Customer
Engagement
Contribu=on

7. 1.
2.
3.
4.
ABOUT
KRUIDVAT
THE
CROSS
CHANNEL
LOYALTY
PROGRAM
MARKETING
PERFORMANCE
IMPROVEMENT
KEY
TAKE-­‐AWAYS

8. 1.
2.
3.
4.
ABOUT
KRUIDVAT
THE
CROSS
CHANNEL
LOYALTY
PROGRAM
MARKETING
PERFORMANCE
IMPROVEMENT
KEY
TAKE-­‐AWAYS

9. PART
OF…
! A.S.
Watson
-­‐
The
world's
largest
health,
beauty
&
lifestyle
retailer
• Over
10,000
stores
opera;ng
20
retail
brands
in
33
markets
worldwide
! Europe’s
largest
luxury
perfumeries
&
cosme=cs
retailer
! Over
1,600
stores
in
16
markets,
opera=ng
under
mul=ple
retail
brands

10. KRUIDVAT
BENELUX
! Stores
-­‐
800
NL
/180
BEL
! 12.000
Employees
! Media
expenditure
• Over
70
Million
Euro
! Loyalty
Program
• Start
2011
in
The
Netherlands

11. THE
CHALLENGE
INCREASE
CUSTOMER
LOYALTY
LEARN
FROM
CUSTOMER
INTERACTIONS

12. 1.
2.
3.
4.
ABOUT
KRUIDVAT
THE
CROSS
CHANNEL
LOYALTY
PROGRAM
MARKETING
PERFORMANCE
IMPROVEMENT
KEY
TAKE-­‐AWAYS

14. KRUIDVAT
LOYALTY
PROGRAM

15. CUSTOMER
SEGMENTATION
TARGET
GROUP
90%
Women
Housewives
Above
20
Years
Divided
in
4
Personas
(Lifestyles)
Claire
Corrie
Older
Mother
Grandmother
Mariska
Saskia
Young
Mother
Starter

16. PRODUCT
CATEGORIES
PRODUCT
CATEGORIES
Beauty
Health
Baby
Men
Divided
in
4
Categories

17. CROSS-­‐CHANNEL
SEGMENTATION
Generic
Offers
Loyalty
Offers

18. LOYALTY
OFFERS
1
Loyalty
Segments
+200
sub-­‐segments
Product
Push
6
by
procurement
and/or
supplier(s)
Loyalty
Offers
4
Generated
Daily
2
3
Customer
Behaviour
Clicks
-­‐
Buying
5
7

19. CROSS-­‐CHANNEL
CAPABILITIES
Stores
eStore
Website
Mobile
App
1
AcKvaKon
-­‐
24hrs
Valid
-­‐
1
week
2
Data
Layer
Ac;va;ons
Offers
Ac;va;ons
Daily/weekly
Registra;ons
Welcome
email
eMail
Campaign
Layer
Offers
Registra;ons
4
Sales
Daily/weekly
Offers
Daily/weekly
5
Birthday
email
Sales
Baby
Mamma
email
Loyalty
Program
-­‐
Customer
Life
Cycle
Management
-­‐
Event
Driven
Marke;ng
Loyalty
Card
Customers
3
Segmenta;ons
Interac;ons
Transac;ons
6

20. CROSS-­‐CHANNEL
CAPABILITIES
AcKvaKon
-­‐
24hrs
Valid
-­‐
1
week
Sales
Offers
Ac;va;ons
Sales
Offers
Ac;va;ons
Stores
eStore
Website
Registra;ons
Mobile
App
Registra;ons
Data
Layer
Daily/weekly
Welcome
email
eMail
Campaign
Layer
Daily/weekly
Offers
Daily/weekly
Birthday
email
Baby
Mamma
email
Loyalty
Program
-­‐
Customer
Life
Cycle
Management
-­‐
Event
Driven
Marke;ng
Loyalty
Card
Customers
Segmenta;ons
Interac;ons
Transac;ons

21. ACKNOWLEDGEMENTS
Jury
Awa
rd
Market
ers
Voice
Award

22. 25%
1.000.000
ac;va;ons/mth
€

23. 1.
2.
3.
4.
ABOUT
KRUIDVAT
THE
CROSS
CHANNEL
LOYALTY
PROGRAM
MARKETING
PERFORMANCE
IMPROVEMENT
KEY
TAKE-­‐AWAYS

24. QUESTION:
“Who
performs
tests
on
their
marke=ng
campaigns?”

25. QUESTION:
“Who
performs
tests
on
ALL
their
marke=ng
campaigns?”

26. HOW
DO
WE
MAINTAIN
/
IMPROVE
RESULTS?
HOW
DO
WE
STAY
RELEVANT?
HOW
DO
WE
PLAN
IMPROVEMENTS
OVER
TIME?

27. HOW
DO
WE
MAINTAIN
/
IMPROVE
RESULTS?
HOW
DO
WE
STAY
RELEVANT?
HOW
DO
WE
PLAN
IMPROVEMENTS
OVER
TIME?

28. MARKETING
PERFORMANCE
IMPROVEMENT
CYCLE
Customer
VALUE

29. MARKETING
PERFORMANCE
IMPROVEMENT
CYCLE
Customer
VALUE

30. MARKETING
PERFORMANCE
IMPROVEMENT
CYCLE
1.
Set
Goals
2.
Set
KPI’s
3.
Plan
Customer
VALUE
4.
Prepare

31. MARKETING
PERFORMANCE
IMPROVEMENT
CYCLE
1.
Set
Goals
2.
Set
KPI’s
3.
Plan
Customer
VALUE
4.
Prepare
5.
Contact
8.
Op;mize
7.
Monitor
6.
Follow
up

32. MARKETING
PERFORMANCE
IMPROVEMENT
CYCLE
12.
Improve
1.
Set
Goals
2.
Set
KPI’s
11.
Discuss
10.
Analyze
3.
Plan
Customer
VALUE
9.
Report
4.
Prepare
5.
Contact
8.
Op;mize
7.
Monitor
6.
Follow
up

33. MARKETING
PERFORMANCE
IMPROVEMENT
CYCLE
12.
Improve
1.
Set
Goals
2.
Set
KPI’s
11.
Discuss
10.
Analyze
3.
Plan
Customer
VALUE
9.
Report
4.
Prepare
5.
Contact
8.
Op;mize
7.
Monitor
6.
Follow
up

34. HOW
DO
WE
MAINTAIN
/
IMPROVE
RESULTS?
HOW
DO
WE
STAY
RELEVANT?
HOW
DO
WE
PLAN
IMPROVEMENTS
OVER
TIME?

35. ctief
ne,
ride
B2C
onal
iles
iteit
alue
en
es
es
ENRICHING
THE
CUSTOMER
PROFILE
-­‐
SCORECARD
(example
Scorecard,
NOT
Kruidvat)
• Ex
•
Explicit
Profile
5
• Im
4
Customer
Metadata
•
3
Implicit
Profile
2
• Re
1
•
Now
Later
Journey
Profile
Future
Response
Profile
• Se
•
• Cu
•
Session
Profile
• Cu
•
Creative Commons License - Customer Profiling Scorecard by 2organize.com is licensed under a Creative Commons Attribution
NonCommercial 3.0 Unported License. Feel free to use it, we welcome all feedback.
☺
+C
+C
+O

36. ctief
ne,
ride
B2C
onal
iles
iteit
alue
en
es
es
ENRICHING
THE
CUSTOMER
PROFILE
(example
Scorecard,
NOT
Kruidvat)
• Explicit
customer
profile
• Customer
maintained
profile:
name,
address,
email,
seengs,
favourites,
configura;ons,
preferences,
product
ra;ngs,
reviews,
Q&A,
UGC,
Social
Media
Content
• Implicit
customer
profile
• Supplier
maintained
behavioural
profile:
online
transac;ons,
offline
transac;ons,
product
use,
service
use,
interac;ons,
socio-­‐demographic
data,
psychographic
data
• Response-­‐profile
• S;mulus-­‐reponse-­‐data
related
to
func;onali;es
and
campaigns.
Include
contact
history,
interac;on
pressure,
campaign
response,
s;mulus-­‐sensi;vity
• Session-­‐profile
• Real-­‐;me
behavioural
data:
referring
site,
loca;on,
campaign
exposure,
use
of
site
func;onali;es,
customer
intent
• Customer
journey
profile
• Longitudinal
cross
channel
behavioural
data:
mul;
stage
decision
process
iden;fica;on,
microconversions,
engagement
• Customer
meta
data
• Analy;cs
generated
customer
data:
recency/frequency/value
profile,
LTV-­‐profile,
segmenta;on,
engagement
scoring,
aetudinal
scoring,
sen;ment
scoring
☺
+C
+C
+O

37. HOW
DO
WE
MAINTAIN
/
IMPROVE
RESULTS?
HOW
DO
WE
STAY
RELEVANT?
HOW
DO
WE
PLAN
IMPROVEMENTS
OVER
TIME?

38. BUILDING
THE
BIGGER
PICTURE
–
ONLINE
CRM
STRATEGY
ROADMAP
2012
Phase
1
2013
Phase
3
Phase
4
Phase
5
Basics
Quick
Wins
Customer
Value
Life
Time
Value
Customer
Journey
Program
Prospect
Welcome
Order
Follow
Up
Churn
/
Reten;on
EDM:
abandoned
cart
EDM:
customer
journey
Win
back
EDM:
behavioral
events
Campaigns
Bulk
communica;on
Simple
segmenta;on
Segmenta;on
Mul;
channel
Personalized
Real
;me
Interac;ve
Reports
Hi-­‐prio
KPI’s
Analysis
RFM
Basic
Segmenta;on
Vision
&
Strategy
Customer
Contact
Strategy
Insights
Marke=ng
Performance
Improvement
Customer
Data
Integra=on
Phase
2
2014
“Small
steps…
with
a
vision!”
All
KPI’s
Dashboards
Balanced
Scorecard
Advanced
Segmenta;on
LTV
Behavioral
segmenta;on
Value
drivers
Loyalty
drivers
Share
of
Wallet
Life
style
segmenta;on
Engagement
scoring
ROMI
analysis
Advanced
A/B
tes;ng
programs
Mul;variate
tes;ng
programs
ROMI
op;miza;on
Web
data
Social
media
data
Compe;tor
data
External
environment
data
Monitor
basic
KPI’s
Advanced
A/B
tes;ng
Set
up
test-­‐
and
control
groups
Mul;variate
tes;ng
campaigns
Simple
A/B
tes;ng
Registra;ons
Transac;ons
Customer
Profiles
Contact
history
Demandware
Survey
data
Campaign
feedback
data
Integrate
business
units
(example
Roadmap,
NOT
Kruidvat)

39. 1.
2.
3.
4.
ABOUT
KRUIDVAT
THE
CROSS
CHANNEL
LOYALTY
PROGRAM
MARKETING
PERFORMANCE
IMPROVEMENT
KEY
TAKE-­‐AWAYS

40. LEARNINGS
1. Find
out
what
drives
value
for
your
customers
to
determine
your
programs
success
criteria
2. Be
tac=cal
in
combining
transac=onal
and
behaviourial
data
to
allow
highly
relevant
and
personalized
communica=on
3. Incorporate
con=nuous
improvement
cycles
4. Design
a
roadmap
that
combines
vision
with
quick
results
allowing
you
to
enrich
your
customer
profile
over
=me

41. YOUR
CHALLENGE?
Good
luck!
Good luck winning
your customers’
hearts and minds
Email:
lars.crama@2organize.com
Phone:
+31-­‐6-­‐51506820
Twimer:
@larscrama