Vouchers for a better customer experience and increased sells and revenues.

1. Vouchers for a better customer experience and increased sells
and revenues
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2. Consum – a major Spanish retailer
 Founded in 1975
 App. 600 Supermarkets in the south and east of
Spain
 Valencia
 Cataluña
 Murcia
 Castilla-La Mancha
 Aragón
 Andalucía
App. 10.000 employees
Customer Card with app. 1.200.000 members

3. Consum – a major Spanish retailer
The Consum Customer Card
3 Benefits concept
1. % discount based on shopping basket value
(0,75 – 1,25%)
2. Achieved discount is also usable for
always changing products at the
super market.
3. Special savings on 12 identified products
which are purchased often by customer

4. Consum – Case Study
Phase 1: Phase 2:
Statement
Intial situation 1-to-1
Production Re-
engineering personalization

5. Consum – Initial Situation
 1.200.000 members
Sales
 12 clusters
 Monthly statement
 12 coupons
 80 different products
Micro Marketing
Mass Marketing

6. Consum – Initial Situation
Role of the Print Service Provider
Meydis = Print Service Provider
B&W printing on 12 pre-printed
statements (1 for each cluster)

7. Consum – Initial Situation
12 Clusters:
multivariable segmentation by combination of
Basket Analysis
+
Customer life cycle
B&W printing on 12 pre-printed statements
(1 for each cluster)

8. Consum – Case Study
Phase 1: Phase 2:
Statement
Intial situation 1-to-1
Production Re-
engineering personalization

9. Consum – Production Re-engineering
 From Pre-printed statemet to
full-color printing
 Document Composition:
1 PDF + N images (1 for each product)
 Information Systems:
From 12 files to 1 file + 1 Campaign Matrix
 Intelligence:
12 clusters (micro marketing)

10. Consum – Production Re-engineering
 1.200.000 members Sales
 12 clusters
 Monthly statement
 12 coupons
 80 different products
Micro Marketing
Mass Marketing

11. Consum – Case Study
Phase 1: Phase 2:
Statement
Intial situation 1-to-1
Production Re-
engineering personalization

12. Consum – 1-to-1 personalisation
 Intelligence:
1-to-1 personalization engine
(scalable to different algorithms)
 Information Systems:
Datamart to support personalization engine
algorithms
 Print Service Provider:
Web Portal with dynamic customer
segmentation and campaing management

13. Consum – 1-to-1 personalisation
Role of the Print Service Provider
Meydis = Marketing Service Provider
Strategic Marketing Consulting:
Business rules modelling – translate business goals
Information Systems:
Datamart set-up, Web Portal development
Database Management & CRM:
Personalization framework development
Document design
Printing & Finishing

14. Consum – Production Re-engineering
 1.200.000 members Sales
 850.000 different statements
 Monthly statement
1-to-1
 12 coupons
 400 different products
Micro Marketing
Mass Marketing

15. Consum – 1-to-1 personalisation

16. Consum – 1-to-1 personalisation

17. Thank you very much
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