Smart Marketing - Makro

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  • Nonkel willy – nooit op tv geweest – simpele beenhouwer in stokkel – met alle typische kenmerken (zelfs een gifgroene mercedes diesel, alle beenhouwers hadden dat) – en geen personeel, behalve dan mijn ma (zus van) op zaterdag – ik moest mee / te klein (ben ik nog) en te jong (ben ik niet meer) en keek toe – naar jeanneke wiens man ziek was geweest (stuk steak > achteraan afsnijden > verkwikkelen > lag voorgesneden), naar marie (toen kwamen er alleen vrouwen winkelen bedenk ik me nu) die het niet zo tof vond dat ze de dag voordien (toen gingen ze elke dag naar de beenhouwer, bedenk ik me nu) taaie kotelleten had moeten eten (een stukje worst / sossis voor haar hondje (toen mochten honden nog binnen bij beenhouwers) deed wonderen),...
  • Wat me ook opviel was dat zijn vlees niet altijd van de beste kwaliteit was – en toch: na 20 jaar beenhouwer geweest te zijn, verkocht hij zijn winkeltje en reed voortaan met tante marie jeanne in die groene mercedes naar de belgische kust (dat deden alle beenhouwers toen), naar dardennen (zoals blijkt op deze foto,...). Met andere woorden: hij was binnen. En dus niet omdat hij zo’n goeie producten had. Wat was zijn geheim? Hij was een goeie commercant. En wat is een goeie commercant?
  • De eigenschappen van een goede commercant - drie keer GOED – en in deze tijden willen we absoluut van good to great…
  • … en dat betekent dat we als communicerende commercanten de info / comm / org goed op een rijtje moeten hebben. Wij gebruiken daarvoor dan moeilijke, en vooral dure woorden. En passen een en ander ondertussen al ruim 10 jaar toe bij Makro. Iedereen kent Makro, neem ik aan. Maar voor alle zekerheid toch nog ff wat meer informatie, ook doorspekt met dure woorden…
  • En wie heeft heel goed naar nonkel willy gekeken > inderdaad makro. Ik ga ervan uit dat iedereen makro kent, maar mocht dat toch niet zo zijn, hier dan een zeer begrijpelijke toelichting.
  • De magische kaart – populaire buurman > bredere toegang / hypermarkt gevoel
  • Clients who visit MAKRO regularly get the folder. The more attractive the promotion is, the more likely the client will come to MAKRO The folder is the basic communication tool. The website and the newsletters are nice extensions, but most attention goes to the folder. The customer flips through the pages and is looking for good promotions (steraanbiedingen, hits). The buying behaviour of the client is being determined by the attractiveness of the promotions.
  • 500.000 folders elke twee weken, en in top momenten (bv eindejaar) kan dat oplopen tot 700.000
  • Smart Marketing - Makro

    1. 1. <ul><li>S mart marketing </li></ul><ul><li>I nformation & communication @ makro </li></ul>
    2. 4. <ul><li>H ij kent zijn (goede) klanten </li></ul><ul><li>H ij kan het goed uitleggen </li></ul><ul><li>H ij is goed georganiseerd </li></ul>
    3. 5. <ul><li>information </li></ul><ul><li>communication </li></ul><ul><li>organisation </li></ul>Wants & Needs products Buying behaviour relation life FRAT decision drivers one to one moment mood objective lean flexible efficient
    4. 7. <ul><ul><li>MAKRO Part of METRO group (MediaMarkt, Saturn, Galeria Inno, ...) </li></ul></ul><ul><ul><li>MAKRO : 6 outlets in Belgium Worldwide 600 outlets in 32 countries </li></ul></ul>“ For professional customers & end consumers”
    5. 8. Collect Data Analyse Data Use Data COLLECT ANALYSE USE
    6. 9. Signaletic : Customer X, lives in Antwerp . He belongs to the branch Horeca. He has a restaurant, Belgian kitchen with menu’s between 25€ and 45€. Invoices : Customer X visits our store in Deurne 1x a week and spents on average 424€. He regularly buys meat, fish, fruits & vegetables and occasionaly he buys wine. The customer knowledge approach collect IDENTIFY DIFFERENTIATE
    7. 10. Segmentation > understanding analyse Customer, not buying New prospects First time buying Growing versus Declining | product type Customers Segmentation Understanding
    8. 11. HORECA TRADERS COMPAGNY or OFFICES END CONSUMERS NEW CUSTOMERS LOST CUSTOMERS EXISTING CUSTOMERS  REGULAR  IRREGULAR use The customer knowledge approach ACQUISITION UPSELLING FREQUENCY REACTIVATION
    9. 12. Strategic flow Set up / Cleansing / enrichment / updates > segmentation Brand essence / audience messaging / compelling content > needs & objectives Action flows / connectivity / closed the loop / testing / metrics > ROI IDENTIFY DIFFERENTIATE CUSTOMIZE INTERACT
    10. 13. <ul><li>P roces driven relationship communication </li></ul>
    11. 14. About MAKRO folder
    12. 15. <ul><li>Regular circulation coverage of Makro Folder based on date last visit </li></ul><ul><ul><li>Variable selection with an average of 4 folders, 8 weeks after date last visit </li></ul></ul><ul><ul><li>Standard selection of Horeca and Trader customers and </li></ul></ul><ul><ul><li>Standard selection of new customers for 1 month </li></ul></ul><ul><li>Mail approach and model inefficient for sporadic customers; no frequency builder </li></ul><ul><li>Low frequency customers receive 4 folders right after their visit, whereas they don’t visit us … </li></ul><ul><li>… but no folder activates them when they come back. </li></ul>visit visit visit Circulation 2009
    13. 16. <ul><li>Optimization of circulation </li></ul><ul><ul><li>Maintain approach for Horeca and Trader customers </li></ul></ul><ul><ul><li>Integrate new customers for longer period </li></ul></ul><ul><ul><li>Normal circulation for regular customers </li></ul></ul><ul><ul><ul><li>> 6 visits last 12m </li></ul></ul></ul><ul><ul><li>Target customers with increasing frequency </li></ul></ul><ul><ul><ul><li>=<6 visits last 12m but >= 2 visits last 2m </li></ul></ul></ul><ul><ul><li>Target low frequent customers before probable visit </li></ul></ul><ul><ul><ul><li>Eg : Irregular customer with an visit interval of 1 visit every 3 months will receive folder at 1,5 months after last visits </li></ul></ul></ul><ul><li>Basket or frequency approach by personalized coversheet </li></ul>Circulation 2010
    14. 17. Cover Sheet
    15. 18. <ul><li>Basket </li></ul><ul><ul><li>Objective: increase basket by offering each folder 1 promotion on products/categories which the customer does not buy </li></ul></ul><ul><ul><ul><li>Costs discount only if extra sales is generated </li></ul></ul></ul><ul><ul><ul><li>Each customer is screened on the basis of 2 to 5 offers with a postulated priority. </li></ul></ul></ul><ul><ul><ul><ul><li>Not buying = selection </li></ul></ul></ul></ul><ul><ul><ul><ul><li>If buying all products (top customer) = generic promotion </li></ul></ul></ul></ul><ul><li>Frequency </li></ul><ul><ul><li>Objective: increase frequency by offering 1 promotion on basket or category </li></ul></ul><ul><ul><ul><li>Costs discount only if extra visit and sales is generated </li></ul></ul></ul><ul><ul><ul><ul><li>Promotion in % on total basket: e.g. -10% on basket or </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Promotion in € on min. value in category: e.g. -10€ / 100€ non food </li></ul></ul></ul></ul>Cover Sheet
    16. 19. <ul><li>Detailed metrics and learnings used in test to increase frequency </li></ul>
    17. 20. <ul><li>Test if we could get a higher activation by a more selective approach </li></ul><ul><ul><li>Personalised mass communication (folder & coversheet) </li></ul></ul><ul><ul><li>VERSUS </li></ul></ul><ul><ul><li>Multiple personalised communication (DM / postcard / folder with or without coversheet) </li></ul></ul>Testing
    18. 21. Testing Summer mailing - coversheet With and without promo
    19. 22. Testing Summer maling - postcard With and without promo
    20. 23. Testing Back to school mailing – coversheet With and without promo
    21. 24. Testing Back to school mailing – postcard With and without promo
    22. 25. <ul><li>Methodology </li></ul><ul><li>We look at the respons but also ticket size (food & non-food) </li></ul><ul><li>Ticket size Nonfood can be an interesting trigger. </li></ul><ul><li>We do the test 3 times = 3 folder periods (F16, F17 & F18) </li></ul><ul><li>Then we can make clear conclusions on </li></ul><ul><li>- target group </li></ul><ul><li>- triggers </li></ul><ul><li>- potential live time value </li></ul>Testing
    23. 26. <ul><li>KPI’s </li></ul><ul><li>The results are compared on the basis of: </li></ul><ul><ul><li>Number of respons and respons % </li></ul></ul><ul><ul><li>Total sales, sales Nonfood, sales Food and AVG ticket size per respons </li></ul></ul><ul><ul><li>Number of visits and AVG ticker size per visit </li></ul></ul><ul><li>Respons = customers who have received a coversheet, postcard or folder and that have visited Makro in the folder period </li></ul>Testing
    24. 27. Critical Success Factors <ul><li>Information about individual shopping pattern actively used in communication </li></ul>
    25. 28. <ul><li>thanks </li></ul>

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