Hakim Benbouchta - Head Office (Pecha Kucha)

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  • Title slide
  • Hakim Benbouchta - Head Office (Pecha Kucha)

    1. 1. Customer Relationship Management It’s all about connections… Marketing Day 2011
    2. 2. In your opinion, what is the biggest marketing challenge facing advertisers?
    3. 5. Much more propositions … Each day, the average consumer encounters about 3.000 messages.
    4. 6. <ul><ul><li>Not more time </li></ul></ul>
    5. 7. Not more money
    6. 8. Attention is key
    7. 9. Differentiation is key
    8. 10. Connection is key
    9. 11. CRM does it better !
    10. 12. The « Explore More » Case AS Adventure’s Loyalty Program
    11. 13. The Retail Concept Premium brands and specialists for outdoor passionates
    12. 14. Our Objective Build a strongly connected community
    13. 15. A strongly connected community <ul><li>A solid and rich customer database </li></ul><ul><li>Effective relations </li></ul><ul><li>Commercial success with proven sales uplift </li></ul><ul><li>Mainly based on content & added value vs pure promotions & cach back </li></ul>
    14. 16. June 2009 : start from scratch <ul><li>28 shops </li></ul><ul><li>Not a single customer data </li></ul><ul><li>No channel for fast and effective direct communication </li></ul>
    15. 17. The tools
    16. 18. Loyalty Program <ul><ul><ul><li>Exclusive promotions </li></ul></ul></ul><ul><ul><ul><li>Information about the brand </li></ul></ul></ul><ul><ul><ul><li>Invitation to events </li></ul></ul></ul><ul><ul><ul><li>Invitations to trainings </li></ul></ul></ul><ul><ul><ul><li>Exchange without ticket </li></ul></ul></ul><ul><ul><ul><li>Longest period for exchange </li></ul></ul></ul><ul><ul><ul><li>NO Cash Back mechanic </li></ul></ul></ul>
    17. 19. The magazine
    18. 20. The magazine <ul><li>4 times / year </li></ul><ul><ul><li>The first year free for all A.S. customers - Free for all Explore-More cardholders, sold in the A.S. stores to all other customers </li></ul></ul><ul><ul><li>After 18 months also sold in the Belgian Bookshops </li></ul></ul><ul><li>80 p of quality content </li></ul><ul><li>20 p of ads </li></ul>
    19. 21. E-letters <ul><ul><ul><li>Generic info about the brand </li></ul></ul></ul><ul><ul><ul><li>What’s going on in and around the shops </li></ul></ul></ul><ul><ul><ul><li>Travel & outdoor tips </li></ul></ul></ul><ul><ul><ul><li>Non-specific </li></ul></ul></ul><ul><ul><ul><li>Monthly </li></ul></ul></ul>
    20. 22. Flashmails <ul><ul><ul><li>Information about the brand </li></ul></ul></ul><ul><ul><ul><li>Specific advantages for cardholders </li></ul></ul></ul><ul><ul><ul><li>Partner actions </li></ul></ul></ul><ul><ul><ul><li>Pre-sales campaigns </li></ul></ul></ul><ul><ul><ul><li>Add-on services and products </li></ul></ul></ul>
    21. 23. Triggermails <ul><li>Linked to the customer’s individual purchases </li></ul><ul><ul><ul><li>Additional info </li></ul></ul></ul><ul><ul><ul><li>How to use </li></ul></ul></ul><ul><ul><ul><li>Additional and need-for products </li></ul></ul></ul><ul><li>Take him back to the shop </li></ul><ul><ul><ul><li>Up-selling & cross-selling </li></ul></ul></ul><ul><li>Purchase-specific to generate incremental business </li></ul>
    22. 24. The Results
    23. 25. 500.000 MEMBERS IN 18 MONTHS
    24. 26. 84,7% ACTIVE CARDS IN 2010
    25. 27. + 43,6% AVERAGE BASKET MEMBERS VS NON MEMBERS
    26. 28. 80 % NETSALES REGISTERED WITH CARD
    27. 29. + 32 % AVERAGE VISIT / YEAR VS NON MEMBERS
    28. 30. 43,53% TRIGGERMAIL AVERAGE UNIQUE OPEN RATE IAB retail Benchmark : 20,6% 80 % AVERAGE TOTAL OPEN RATE
    29. 31. 30,86% NEWSLETTER AVERAGE UNIQUE OPEN RATE IAB retail Benchmark : 20,6%
    30. 32. 33,12% FLASHMAIL AVERAGE UNIQUE OPEN RATE IAB retail Benchmark : 20,6%
    31. 33. 72% OF THE READERS GIVE THE MAGAZINE A 8+ LIKEABILITY SCORE 82,1 % DECLARE TO HAVE FULL FAITH IN THE CONTENT 53% READ THE ENTIRE MAGAZINE FIRST FULLY SELF SUPPORTED MAGAZINE (advertising + sales in bookshops)
    32. 34. Conclusions
    33. 35. Conclusions <ul><li>Promotions and cash back are not the only way to make customers loyal. On the contrary. </li></ul><ul><li>In the actual communication mess, qualitative content is highly valuable for customers </li></ul><ul><li>Personalised communication raise the attention by far </li></ul>
    34. 36. A FEW SECONDS LEFT ?
    35. 37. Thank you for your attention

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