Session 1: TransPromo in Action - Per Larsson

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Session 1: TransPromo in Action - Per Larsson

  1. 1. Why do I like Transpromo? Unique Individuals. Unique Needs. Unique Offers.
  2. 2. Per Larsson Sales Manager Parajett AB Sweden Unique Individuals. Unique Needs. Unique Offers.
  3. 3. Unique Individuals. Unique Needs. Unique Offers.
  4. 4. This is Parajett! Parajett is a graphic reproduction company delivering complete, tailor-made solutions for communication needs. Parajett was founded in 1906, and is a privately owned company. Headquartered in Landskrona, Sweden. Revenue 2008: 29,000,000 USD Unique Individuals. Unique Needs. Unique Offers.
  5. 5. In the end, it's all about money! Manufacturer Unique Individuals. Unique Needs. Unique Offers.
  6. 6. In the end, it's all about money! Customer Unique Individuals. Unique Needs. Unique Offers.
  7. 7. In the end, it's all about money! Consumer Unique Individuals. Unique Needs. Unique Offers.
  8. 8. In the end, it's all about money! Supplier Unique Individuals. Unique Needs. Unique Offers.
  9. 9. Everyone must be Winners! Unique Individuals. Unique Needs. Unique Offers.
  10. 10. Effective transpromo must be built on close partnership! Unique Individuals. Unique Needs. Unique Offers.
  11. 11. Effective transpromo needs historical data! Unique Individuals. Unique Needs. Unique Offers.
  12. 12. Effective transpromo must involve all employees! Unique Individuals. Unique Needs. Unique Offers.
  13. 13. Unique Individuals. Unique Needs. Unique Offers.
  14. 14. New channels Unique Individuals. Unique Needs. Unique Offers.
  15. 15. Messages Today > 6,500 messages/day 2002 Approx. 3,000 messages/day 1985 Approx. 650 messages/day Unique Individuals. Unique Needs. Unique Offers.
  16. 16. Unique Individuals. Unique Needs. Unique Offers.
  17. 17. Unique Individuals. Unique Needs. Unique Offers.
  18. 18. Unique Individuals. Unique Needs. Unique Offers.
  19. 19. Unique Individuals. Unique Needs. Unique Offers.
  20. 20. The customers voice Unique Individuals. Unique Needs. Unique Offers.
  21. 21. Why migrate to colour? • …add value to the document Increase readability Smarter look Show respect for consumers’ data • …add value to the consumer Relevant data only One picture says more than… Up selling & cross selling • …cut cost Shorter runs Reduce page count Unique Individuals. Unique Needs. Unique Offers.
  22. 22. What do people want? Unique Individuals. Unique Needs. Unique Offers.
  23. 23. Unique Individuals. Unique Needs. Unique Offers. Unique Individuals. Unique Needs. Unique Offers.
  24. 24. ”Intelligent” Information/Communications Unique Individuals. Unique Needs. Unique Offers.
  25. 25. We have to understand the consumers’ needs and demands! Unique Individuals. Unique Needs. Unique Offers.
  26. 26. How do we achieve that? Unique Individuals. Unique Needs. Unique Offers.
  27. 27. Demographics Sex Age Income Education Profession Marital status etc Unique Individuals. Unique Needs. Unique Offers.
  28. 28. Volkswagen Group 150,000 Car owners / cars 5 Brands 150 Retailers Unique Individuals. Unique Needs. Unique Offers.
  29. 29. Unique Individuals. Unique Needs. Unique Offers.
  30. 30. In combination with purchase history Unique Individuals. Unique Needs. Unique Offers.
  31. 31. Loyalty is the cornerstone ! • 55% of the consumers • 70% of the revenue • 90% of the profitability Unique Individuals. Unique Needs. Unique Offers.
  32. 32. What do you need to start a successfull Transpromo project? Unique Individuals. Unique Needs. Unique Offers.
  33. 33. Market Unique Individuals. Unique Needs. Unique Offers.
  34. 34. Sweden Population: 9,2 million Unique Individuals. Unique Needs. Unique Offers.
  35. 35. Customer Unique Individuals. Unique Needs. Unique Offers.
  36. 36. ICA Group is one of the Nordic region’s leading retail companies with approx. 2,300 stores in Scandinavia and the Baltic region. The ICA Group has 11,698 employees Unique Individuals. Unique Needs. Unique Offers.
  37. 37. A network of stores in 5 countries Region No. of stores Sweden 1,382 Norway 642 Baltics 215 Store formats Unique Individuals. Unique Needs. Unique Offers.
  38. 38. Everyone needs a history (or it's nice to have) Unique Individuals. Unique Needs. Unique Offers.
  39. 39. Established 1906. Long experience in digital printing, color management and programming Unique Individuals. Unique Needs. Unique Offers.
  40. 40. Like the good old days! Unique Individuals. Unique Needs. Unique Offers.
  41. 41. The ICA idea Store owners cooperating successfully to combine diversity and local flavor with scale and efficiency. Unique Individuals. Unique Needs. Unique Offers.
  42. 42. Personal offers 2008 2005 Electronic coupons Established 1917 CRM purchase database ica.se Terminals in stores Data on each article 2004 2003 ICA Bonus 1999 Magazine ICA Card 1995 1990 Unique Individuals. Unique Needs. Unique Offers.
  43. 43. Many channels Unique Individuals. Unique Needs. Unique Offers.
  44. 44. What did ICA´s customers want? • Offers that suit my needs • Ecological products Unique Individuals. Unique Needs. Unique Offers.
  45. 45. ICA’s Loyalty Card • 3 million households have an ICA card (almost half the population) • 2.6 million cards are active • 2.1 million customers purchase more than 1,000 SEK (135 USD) every month = VIP customers Unique Individuals. Unique Needs. Unique Offers.
  46. 46. • 6,5 million pages in full color • Personal offers on individual level, every month combined with statement and transactional data • 5-6 days of production • Extremely short lead time • 15,000 products • 2,2 million direct mail • Approx. 8,000 products in statements/offers each month image data base • 20 million personal offers each month Unique Individuals. Unique Needs. Unique Offers.
  47. 47. Coventional production - Static offset preprint in color - Adding variable data with b/w printers Unique Individuals. Unique Needs. Unique Offers.
  48. 48. General offers Unique Individuals. Unique Needs. Unique Offers.
  49. 49. …personal offers Offers are based on each customer’s purchase standard/history Unique Individuals. Unique Needs. Unique Offers.
  50. 50. Parajett´s requirements for the project • Offset quality • 5 days production (6,5 million A4 pages) • Different types of media / substrates • Pre processing at printer speed (400 GB) • Dynamic perforation • Environmentally friendly. Recyclable. • Safe, continuous production - 24/7 • Solid and dynamic software/tool, to create and manage a huge database every month Unique Individuals. Unique Needs. Unique Offers.
  51. 51. Unique Individuals. Unique Needs. Unique Offers.
  52. 52. Online Dynamic Perforators LaserMax Unique Individuals. Unique Needs. Unique Offers.
  53. 53. – ODDA – Océ Document Designer Advanced GMC = AFP Colour Unique Individuals. Unique Needs. Unique Offers.
  54. 54. Complexity Unique Individuals. Unique Needs. Unique Offers.
  55. 55. Purchase registration CRM Analyze/Withdrawal Personal offers Electronic offers Customer data and general offers 5 x Xeikon 8000 IPDS Controller XML AFP Color Color production Finishing Bonus statement Océ Document Personal offers Designer Advanced Account statement/Bank Parajett Letters etc Unique Individuals. Unique Needs. Unique Offers.
  56. 56. Personal offers ………………. Individual Needs Unique Individuals. Unique Needs. Unique Offers.
  57. 57. ? ? ? ? ? ? ? ? ? ? Unique Individuals. Unique Needs. Unique Offers.
  58. 58. Unique Individuals. Unique Needs. Unique Offers.
  59. 59. Unique Individuals. Unique Needs. Unique Offers.
  60. 60. Unique Individuals. Unique Needs. Unique Offers.
  61. 61. Unique Individuals. Unique Needs. Unique Offers.
  62. 62. Unique Individuals. Unique Needs. Unique Offers.
  63. 63. Unique Individuals. Unique Needs. Unique Offers.
  64. 64. Unique Individuals. Unique Needs. Unique Offers.
  65. 65. Unique Individuals. Unique Needs. Unique Offers.
  66. 66. Involve customers suppliers /partner Unique Individuals. Unique Needs. Unique Offers.
  67. 67. Involve your customers suppliers /partner Unique Individuals. Unique Needs. Unique Offers.
  68. 68. Involve your customers suppliers /partner Unique Individuals. Unique Needs. Unique Offers.
  69. 69. Involve your customers suppliers /partner Unique Individuals. Unique Needs. Unique Offers.
  70. 70. Unique Individuals. Unique Needs. Unique Offers.
  71. 71. Thank you for your attention! Unique Individuals. Unique Needs. Unique Offers.

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