1. Customer Intelligence

2. Christel Berings
Marketing Manager at Aveve Retail
My favourite song: Jacques Brel

3. Sharing passion and knowledge
Christel Berings, AVEVE Retail
25th October 2012

4. AVEVE is as passionate about gardening, animals and
home baking as you are.
That is why we want to assist you in word and deed.
Feel free to call on our specialists for their expert advice.
Our know-how and years of expertise are your guarantee
of success in everything you do.

5. My AVEVE Concept
My AVEVE card Emphasis on customer relations
“Profit & Pleasure”:
Financial advantage
Service
Know-how and advice
Atmosphere
Advantage scheme = My AVEVE
Personalized loyalty scheme

6. Gathering knowledge
Via My AVEVE card
Emphasis on customer relations Who is our customer?
Average visit rate ‘Home baking’ purchases
‘Garden’ purchases ‘Animal’ purchases
Pyramid Loyalty
Products
…

7. Who is our customer?
Loyalty card Facts & Figures
Number of unique customers per year > 600.000
Number of cards issued so far = 1.038.302 (2007-2012)
A My AVEVE customer is a loyal customer
• Average shop visit rate My AVEVE > 100% Others
A My AVEVE customer is a good customer
• Average spend My AVEVE > 25% Others
• Cross-category purchases My AVEVE > 87% Others
• Annual turnover My AVEVE > 17% Others

8. Other channels
Loyalty card Facts & Figures
Social media, website, newsletters
• Extra opportunity to dialogue with the customer
• Extra communication channel
• More TOM and fulfils the promise to customer
• Strengthens the customer relations
Being involved!
Developing customer relations
4 boards, 44 pins, 2.078 followers
58.030 views 28 likes 6.288 tweets
5.950 friends

9. Other channels
Loyalty card Facts & Figures
Social media, website, newsletters
Multichannel marketing
Through loyalty card objective, measurable data
Through social media creating added value for the customer
Information to and
communication with
the customer
&
Gathering information
from the customer &
communicating with
the customer

10. My AVEVE : what can we do with
these data?
We know a lot about purchases: who, what,
when, where, …
What can we do with this information?
* Segment-aimed actions:
Promotions, mailings, newsletters aimed at the right target group with a
strong offer
Strong offer within the usual category strong offer in category the customer
does not buy in yet.
* Range: fine-tuning to customer’s needs

11. My AVEVE : what can we do with
these data?
* Survey through newsletters, website, …
Questioning customers (NPS) on the basis of
their latest shop visit
Questioning about new guides
Questioning about internet
behaviour
* Product tests via Facebook (bvb.kattentoilet,…)
* Contests via Facebook

12. My AVEVE
My AVEVE
Facts & Figures
loyalty
card
Developing
customers
relations