1. WATCHES' INDUSTRIES
Jade Scotte, Marion Simongiovanni, Shannon
Lindee & Disha Nagi
MKTG613B-CRM AND DATABASE MANAGEMENT
Mr. MOUHEB Hassan
Master Program 2015/ 2016
2. CRM activity reflects precision, quality and prestige of
products
Customers TAG Heuer database: identify customers in
need to service their watches/ what sort of service
required
Bespoke messages: reminding customers they need to
service their watches
Send monthly news updates and exclusive invitations to
TAG Heuer events
Direct mail pieces and creative digital media that aims to
create a singular “customer view”
CRM application/ Client knowledge tool:
- Enrich Customers’ database
- Suggest products of interest through the customer’s tastes
and purchase history
- Register customers’ purchases
TAG HEUER
3. Ipad app:
- Better know customers and prospects visiting shops
- Occupied the “dead time” in the shop
- Make discover the brand, its history, ambassadors and
collections
- Catalog of TAG Heuer watches available for sale
Customers’ experience in shop
- Presentation of a virtual product
- Free use in the store
- Manipulate the product
Customer service
- Service during the entire life of watch
- Expert periodic maintenance
TAG HEUER
4. Watchmaking excellence since 1833
Swiss brand subsidiary of Richemont Group
1100 employees with 40 different crafts
Products distribution among 800 retailers and 34 shops
JAEGER-LeCOULTRE
5. Customer knowledge with CRM project
Desire to support the manufacturing growth through a better customer
knowledge in order to offer suitable services and promote new products
Consistency in marketing actions and establish development strategy in the
shops
Until now: Customers data collected in Excel file Information structure
completely heterogeneous
Purpose: Enrichment, centralization of the customers information and
standardization of the best marketing practices
JAEGER-LeCOULTRE
6. Sage CRM program:
February, 2007
Multidisciplinary team with 7 members based in France
Technical point of view: Web access, multilingual workflows, possibility to
evolve easily the user interface, integrate data from the website
Functional point of view: Marketing campaigns management, ergonomics, ease
of use
Firstly: Customer data enrichment and establishment of a marketing process
Secondly: Analyze and use all the customer data collected
Thanks to this CRM program 120,000 contacts in 4 years, data quality (71%
of exploitable address and 73% of valid e-mail)
Knowledge of new clients part with their socio-demographic profiles
JAEGER-LeCOULTRE
7. Jaeger-LeCoultre Moonphase app launched in January, 2015
Available for free from Itunes store
Provides help to owners set their watches’ moonphase complications and
maintenance without going to the boutique though mobile application
JAEGER-LeCOULTRE
8. A Swiss Watch Maker founded in 1851 ,
located in Geneva .
One of the Prestigious brand for Watches ,
known for its manufactures , designs and most
complicated mechanical watches .
Patek Philippe is oldest independent family-
owned watch manufacturer .
To acquire a Patek Philippe is to become the
custodian of an artistic and scientific tradition
that has been handed down with care and will
continue to inspire remarkable creations.
PATEK PHILIPPE
9. CRM - 2012
Patek Philippe insists that “In our family-
owned company, only Patek Philippe trained
specialists should service and repair Patek
Philippe watches,”
The Service campaign encourages owners
to protect their investment in a Patek
Philippe watch by having it professionally
maintained at an authorized service centre.
The Service message says “As a family-
owned watch company, we are committed to
restoring and maintaining all our watches,
including those made in 1839,” Throughout
the life .
PATEK PHILIPPE
10. CARTIER
Founded in Paris in 1847 by Louis-François
Cartier
Subsidiary of Compagnie Financière
Richemont SA
- Family owned until 1964
Well known for its jewelry and watches
Operates 286 stores in 125 countries
Watches produced in the Maison’s workshops
in Switzerland
11. CARTIER
In-store CRM:
- ‘Retail Footprint’
- A network built around all Cartier stores to
assess its retail experience
- Want to create a warm welcome, comfort,
luxuriousness, and appeal in the presentation of
products
- Creating the ultimate retail environment is at the center
of the Maison’s priorities
Online CRM:
- New ‘Espace Concept’ within watch specialists network
- Answers clients’ higher expectations of service,
accessibility and performance on the website and e-
mobile apps
- Expertise guides
- Fine Watchmaking iPad App
- Takes customers behind the scenes to reveal their
secrets of craftsmanship, collections, and complication
movements
- SMS messaging
12. CARTIER
CRM targeting key customers:
Sort client data of customer database
- Each sale is keyed in with following information:
- Identity / Demographics
- Purchase / Price / Discount
- Taste / Remarks of client / Other information
Client – Cartier Brand relationship
- Top clients invited to major events and smaller, intimate events
Client – Boutique relationship
- Store manager organizes smaller in-store events for regular customers and
their friends
Client – Sales Associates relationship
- Sales associates regularly call their clients to introduce them to new
collections
- Clients called for their birthday and receive cards for holidays
TAG Heuer was created in 1860 and is a Swiss manufacturer of luxury sports watches and of precision chronographs. The brand is part of the LVMH Group.
The CRM activity of Tag Heuer reflects the precision, quality and prestige of its products/ Produce campaigns and communications expected by its rightly demanding and esteemed customer base. The brand is ramping up its CRM activity/ more targeted communications.
Customers’ database plans to Identify which customers are likely in need of service for watches, and what sort of service is required.
Customers on the Tag Heuer database receive bespoke and targeted messages reminding they need to service/repair their watches.
CRM focused campaigns, they use print mail and email marketing. Customers receive monthly news updates and exclusive invitations to Tag Heuer events.
New technologies enable the brand to learn more about their customers and gain their loyalty by using their information so as to better understand their needs and therefore better respond.
Analysis of the information collected on the client allows the company to review its product range to meet expectations more precisely. The customer likes to fell known and recognized of the company.
It is for this reason that TAG Heuer has a CRM application, it is a client knowledge tool. This application allows to enrich customers’ database and to suggest products likely to interest the customer thanks to its tastes and its purchase history. CRM application allows also to directly register customer’s purchase.
Ipad app that we can find in store:
The seller can better know customers and prospects visiting shops (CRM application)
Ipad can occupied dead time in the store (when the seller prepare products), customers are available to discover the brand, its history, ambassadors and its collections through the catalog of TAG Heuer
In some boutique customers’ can experience the product through the presentation of a virtual product available in store and free to use where they can manipulate the product
Customer service after sale offer a service during the entire life of watch and an expert periodic maintenance to ensure and preserve the appearance and optimal performance of the watch
To conclude, TAG Heuer has a perfect customer relationship management before, during and after sale.
