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Comment les supermarchés Match exploitent leur data pour fidéliser leurs clients ?

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Plus de 60 % des consommateurs se disent fidèles aux marques qui leur proposent des expériences personnalisées selon leurs préférences et leurs besoins ! La connaissance client, émanant de la collecte, de l’exploitation et de l’analyse des données, est donc incontournable pour fidéliser et engager durablement ses clients.

>> Découvrez comment les supermarchés Match ont exploité leurs données pour mettre en place une nouvelle segmentation client et bâtir un programme de fidélité efficace et engageant !

Published in: Business
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Comment les supermarchés Match exploitent leur data pour fidéliser leurs clients ?

  1. 1. Comment les supermarchés Match exploitent leur data pour fidéliser leurs clients ?
  2. 2. WHO WE ARE NOUS SOMMES L’AGENCE DU MARKETING CLIENT NOUS MARIONS DEPUIS TOUJOURS LA PRÉCISION DES DATA ET LA FORCE DES ÉMOTIONS POUR DÉLIVRER DES EXPÉRIENCES ORIGINALES, ENGAGEANTES ET PROFITABLES
  3. 3. WHAT WE DO SPÉCIALISTES DES RÉSEAUX BTOB ET RETAIL, NOUS ACCOMPAGNONS LES ENTREPRISES SUR TOUTES LES ÉTAPES DU PARCOURS CLIENT, EN CONJUGUANT CONSEIL STRATÉGIQUE ET EXCELLENCE OPÉRATIONNELLE.
  4. 4. 21RÉCOMPENSES PROFESSIONNELLES 15ANNÉES D’EXISTENCE 140COLLABORATEURS 25M€ DE CA +100BUDGETS
  5. 5. DES RELATIONS QUI COMPTENT ET QUI DURENT
  6. 6. SOMMAIRE PETITE INTRODUCTION… AUTOUR DE LA DATA
  7. 7. SOMMAIRE
  8. 8. Segmentation clients le 20 novembre 2018
  9. 9. SOMMAIRE DE LA CONNAISSANCE CLIENT NAIT LA PERFORMANCE BUSINESS CYRILLE PEIXOTO Chief Data Officer Kiss The Bride ORIANE VERBEKE Responsable Etudes & CRM Supermarchés Match
  10. 10. SOMMAIRE 1.Brief initial et méthodologie 2.Analyse de l’existant 3.Etude exploratoire itérative 4.Modélisation de la segmentation 5.Apports de la segmentation
  11. 11. 1. BRIEF INITIAL ET MÉTHODOLOGIE
  12. 12. @_kissthebride_ MATCH souhaite refondre sa segmentation clients, dans un triple objectif : • Obtenir une segmentation plus réactive aux évolutions de comportement • Intégrer une dimension plus qualitative à la segmentation dans le but de disposer de leviers opérationnels • Obtenir une segmentation aussi performante sur les premiers segments 1. BRIEF INITIAL
  13. 13. @_kissthebride_ ANALYSE DE L’EXISTANT Profil par client Comportements d’achats (Fréquence, Panier moyen, Dépense, récence, …) Conso produits Analyse de la matrice de transition et des trajectoires clients ETUDE EXPLORATOIRE ITÉRATIVE RFM et Composition du panier (montant, nb lignes, pvm) Couverture des catégories Sensibilité à la promotion (pénétration client, ticket, ca, …) Appétence média (print, digital, sms, emailing, …) Profil client MODÉLISATION DE LA SEGMENTATION Méthode des arbres de décisions (très visuelle) Construction de segments très opérationnels (Exclusifs enseigne, Hebdos +, Familles à potentiel, Occasionnels rayon, Testeurs, Nouveaux, Inactifs) Actualisation mensuelle des segments pour + de réactivité MÉTHODOLOGIE PROPOSÉE
  14. 14. 2. ANALYSE DE L’EXISTANT
  15. 15. @_kissthebride_ • Variables RFM : récence, fréquence, montant • Variables décrivant la consommation produits • Variables relatives aux caractéristiques du client Segmentation initiale RegFM mise à jour trimestriellement ANALYSE DE L’EXISTANT
  16. 16. 3. ÉTUDE EXPLORATOIRE ITÉRATIVE
  17. 17. @_kissthebride_ Ancienneté Taille du foyer • La taille du foyer ne semble pas avoir d’impact sur la dépense • Tendance observable entre l’ancienneté du client et la dépense APPROCHE ITÉRATIVE
  18. 18. @_kissthebride_ • Le nombre d’enfants ne semble pas avoir d’impact sur la dépense • La récence sur le trimestre précédent est clairement corrélée avec la dépense sur le trimestre suivant Récence Nombre d’enfants APPROCHE ITÉRATIVE
  19. 19. 4.MODÉLISATION DE LA SEGMENTATION
  20. 20. @_kissthebride_ Actifs 90 jours hors nouveaux (𝑋 = 335) Petits clients (47% | 𝑋 = 99 €) Gros clients (24% | 𝑋 = 845 €) Exclusif MATCH (4% | 𝑿 = 𝟏 𝟑𝟒𝟑 €) Principal MATCH (6% | 𝑿 = 𝟗𝟎𝟔 €) Quotidien MATCH (7% | 𝑿 = 𝟕𝟏𝟏 €) MATCH Challengé (7% | 𝑿 = 𝟔𝟒𝟐 €) Trad Only (7% | 𝑿 = 𝟒𝟏𝟓 €) Occasionnel Trad (22% | 𝑿 = 𝟐𝟔𝟖 €) Occasionnel Epicerie (19% | 𝑿 = 𝟏𝟒𝟑 €) Dépannage 2 (10% | 𝑿 = 𝟒𝟓 €) Dépannage 1 (18% | 𝑿 = 𝟖𝟐 €) Nettement supérieur à la moyenne > 770 € Supérieur à la moyenne [500€;770 €] Proche de la moyenne [200;500] Inférieur à la moyenne [50€;200€] Nettement inférieur à la moyenne < 50€ Moyens clients (29% | 𝑋 = 303 €) ARBRE DE DÉCISION
  21. 21. @_kissthebride_ PM < 11 € 11 € < PM < 18 € 18 € < PM < 24 € 30 € <PM < 53 € 51 € < PM < 66 € PM > 66 € Recence > 75 60 <Recence < 75 30 <Recence < 60 15 < Recence < 30 7 < Recence < 15 Recence < 7 1 - Gros Paniers Hyper Reguliers 0% 0% 1% 45% 20% 35% 0% 0% 0% 1% 3% 96% 2 - Gros Paniers Très Reguliers 0% 1% 2% 43% 19% 35% 0% 0% 0% 3% 11% 86% 3 - Petits Paniers Hyper Reguliers 20% 34% 27% 19% 0% 0% 0% 0% 0% 1% 3% 96% 4 - Très gros Paniers Réguliers 0% 1% 1% 32% 21% 44% 0% 0% 1% 7% 20% 71% 5 - 1- Clients moyens - 4 rayons 5% 15% 17% 36% 8% 18% 1% 1% 3% 9% 18% 69% 5 - 2 - Clients moyens - 3 rayons 12% 22% 19% 29% 6% 12% 1% 1% 4% 12% 21% 61% 6 - 1 - Petits clients - 2 rayons 22% 26% 18% 23% 5% 7% 2% 2% 7% 17% 23% 50% 6 - 2 - Petits clients - 1 rayon 31% 26% 15% 18% 4% 6% 3% 3% 9% 20% 24% 40% 6 - 3 - Petits clients - 0 rayon 35% 23% 14% 17% 4% 7% 6% 4% 14% 25% 23% 28% Total 16,80% 19,00% 14,33% 27,05% 7,98% 14,84% 1,97% 1,57% 5,46% 12,99% 18,93% 59,08% Panier moyen sur 3 mois Récence de dernier achat sur 3 mois 1 – Exclusif MATCH 2 – Principal MATCH 3 – Quotidien MATCH 4 – MATCH Challengé 5 – Trad Only 6 – Occasionnel Trad 7 – Occasionnel Epicerie 8 – Dépannage 1 9 – Dépannage 2 Sur la récence, la segmentation discrimine très nettement les clients actifs. Sur le panier, nous notons que le rôle joué par les petits paniers et les très gros paniers est conforme aux attentes. DESCRIPTION DES SEGMENTS
  22. 22. @_kissthebride_ 0 € 10 € 20 € 30 € 40 € 50 € 60 € 70 € 80 € 90 € 100 € 0 5 10 15 20 25 30 35 40 45 50 Principal MATCH (7,8% Actifs – 18,6% CA) Exclusif MATCH (4,7% Actifs – 16,5% CA) MATCH Challengé (6,2% actifs – 10,7% CA) Occasionnel Trad (21,8% Actifs – 17,1% CA) Occasionnel Epicerie (17,8% Actifs – 8,3% CA) Quotidien MATCH (6,1% Actifs – 11,9% CA) Trad Only (8,7% Actifs – 9,9% CA) Dépannage 1 (15,8% Actifs – 4,8% CA) Dépannage 2 11% Actifs – 2,3% CA) MAPPING : FRÉQUENCE * PANIER MOYEN = DÉPENSE (SUR 3 MOIS) DESCRIPTION DES SEGMENTS
  23. 23. 5. APPORTS DE LA NOUVELLE SEGMENTATION
  24. 24. @_kissthebride_ % Actifs % Actifs cumul % CA % CA cumul % CA / Actifs % CA/ % Actifs cumul % Actifs % Actifs cumul % CA % CA cumul % CA / %Actifs % CA / % Actifs cumul Stars 3,3% 3,3% 15,2% 15,2% 4,6 4,6 1 - Gros clients - GP - Hyper Rég 4,7% 4,7% 16,5% 16,5% 3,5 3,5 Quotidiens 1 9,1% 12,4% 24,6% 39,8% 2,7 3,2 2 - Gros clients - GP Très Rég 7,8% 12,5% 18,6% 35,1% 2,4 2,8 Quotidiens 2 9,6% 22,0% 18,5% 58,3% 1,9 2,7 3 - Gros clients - PP Hyper Rég 6,1% 18,6% 11,9% 47,0% 2,0 2,5 Petits Paniers Hebdo 1 9,2% 31,2% 10,7% 69,0% 1,2 2,2 4 - Gros clients - TGP Rég 6,2% 24,8% 10,7% 57,7% 1,7 2,3 Petits Paniers Hebdo 2 11,0% 42,1% 9,1% 78,2% 0,8 1,9 5 - 1 - Clients Moyens - 4 rayons 8,7% 33,5% 9,9% 67,6% 1,1 2,0 Caddies mensuels 6,1% 48,2% 5,6% 83,8% 0,9 1,7 5 - 2 - Clients Moyens - 3 rayons 21,8% 55,3% 17,1% 84,7% 0,8 1,5 Occasionnels 19,3% 67,5% 8,3% 92,1% 0,4 1,4 5 - 3 - Petits clients - 2 rayons 17,8% 73,1% 8,3% 92,9% 0,5 1,3 Infidèles 1 13,6% 81,1% 4,7% 96,8% 0,3 1,2 5 - 4 - Petits clients - 1 rayon 15,8% 89,0% 4,8% 97,7% 0,3 1,1 Infidèles 2 18,9% 100,0% 3,2% 100,0% 0,2 1,0 5 - 5 - Petits clients - 0 rayon 11,0% 100,0% 2,3% 100,0% 0,2 1,0 Segments Segments Actifs 90 j Segmentation actuelle Nouvelle segmentation COMPARAISON PERFORMANCES
  25. 25. • Connaissance clients 5.1 APPORTS
  26. 26. @_kissthebride_ 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% BOUCHERIE POISSONNERIE FLEGS BOULPAT FROMAGE CHARCUTERIE EPICERIE VIN DPH Hygiene DPH Hors Hygiene NR 1 - Gros Paniers Hyper Reguliers 2 - Gros Paniers Très Reguliers 3 - Petits Paniers Hyper Reguliers 4 - Très gros Paniers Réguliers 5 - 1 - Clients Moyens - 4 rayons 5 - 2 - Clients Moyens - 3 rayons 5 - 3 - Petits clients - 2 rayons 5 - 4 - Petits clients - 1 rayon 5 - 5 - Petits clients - 0 rayon TAUX DE PÉNÉTRATION CLIENT PAR RAYON 1 – Exclusif MATCH 2 – Principal MATCH 3 – Quotidien MATCH 4 – MATCH Challengé 5 – Trad Only 6 – Occasionnel Trad 7 – Occasionnel Epicerie 8 – Dépannage 1 9 – Dépannage 2
  27. 27. @_kissthebride_ BOUCHERIE POISSONNERIE FLEGS BOULPAT FROMAGE CHARCUTERIE EPICERIE VIN DPH Hygiene DPH Hors Hygiene NR 1 - Gros clients - GP - Hyper Rég 0,3 0,8 0,1 0,1 0,5 0,0 0,6 0,3 0,3 0,0 2 - Gros clients - GP Très Rég 0,3 0,6 0,1 0,1 0,4 0,0 0,4 0,3 0,3 0,0 3 - Gros clients - PP Hyper Rég 0,2 0,3 0,1 0,2 0,2 0,0 0,4 0,2 0,2 0,0 4 - Gros clients - TGP Rég 0,2 0,4 0,1 0,1 0,3 0,0 0,3 0,2 0,2 0,0 5 - 1 - Clients Moyens - 4 rayons 0,2 0,7 0,1 0,1 0,3 0,0 0,2 0,2 0,1 0,0 5 - 2 - Clients Moyens - 3 rayons 0,1 -0,2 0,0 0,0 0,0 0,0 0,0 0,0 0,0 0,0 5 - 3 - Petits clients - 2 rayons -0,2 -0,3 0,0 -0,1 -0,3 0,0 -0,3 -0,2 -0,2 0,0 5 - 4 - Petits clients - 1 rayon -0,5 -0,5 -0,1 -0,2 -0,4 0,0 -0,4 -0,3 -0,3 0,0 5 - 5 - Petits clients - 0 rayon -0,5 -0,6 -0,3 -0,2 -0,6 0,0 -0,6 -0,4 -0,4 -0,1 Segments Couverture de catégorie SUR PÉNÉTRATION / SOUS PÉNÉTRATION CLIENTS DES SEGMENTS DANS LES RAYONS CONSOMMATION PRODUITS
  28. 28. • Performance business 5.2 APPORTS
  29. 29. @_kissthebride_ Les Fidèles : 21 % des actifs qui font 62 % du CA
  30. 30. @_kissthebride_ Basée sur 12 mois Calculée 1 fois par trimestre 9 segments numérotés de 9 à 1 % d’activité par segment Ratio : % clientes/% CA,,,,,,,,,,,, Segments du ventre mou non utilisés Basée sur 3 mois Calculée 1 fois par mois 3 macro segments 11 micro segments % d’activité par segment Ratio : % clientes/% CA 4 segments de clients Occasionnels avec entrée produits ANCIENNE SEGMENTATION NOUVELLE SEGMENTATION + sensible explicites + réactive + simple d’utilisation + d’activation client + performante + fine + conso produits
  31. 31. 6.SEGMENTATION ACTIONS !
  32. 32. @_kissthebride_ Matrice mensuelle Alertes de trajectoires Campagnes correctrices automatisées Légende : Trajectoires descendantes Trajectoires ascendantes Trajectoires stagnantes M A T R I C E S E G M E N T A T I O N M A R K E T I N G A U T O M A T I S É
  33. 33. @_kissthebride_ M A T R I C E S E G M E N T A T I O N M A R K E T I N G A U T O M A T I S É Lutte contre l’attrition – Potentiel contactables téléphone 400 clients Lutte contre l’attrition – Potentiel contactables courrier 6 500 clients Consolidation clients réactivés Consolidation clients réactivés – Potentiel 2 235 clients actifs 3 semaines Conversion nouveaux clients – Potentiel 2 540 clients actifs 3 semaines Réactivation dernière chance – Potentiel SMS 770 clients et 393 clients actifs 3 semaines Réactivation Trad– Potentiel actifs 3 semaines 3 437 clients
  34. 34. MERCI www.kissthebride.fr

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