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Customerintel aveve sharingpassionandknowledge_christel_b
1) AVEVE gathers customer data through its loyalty card program called "My AVEVE" to better understand customer purchases and behavior. 2) Over 600,000 unique customers visit AVEVE stores each year, and the loyalty card program has issued over 1 million cards since 2007. 3) Loyalty card data shows that "My AVEVE" customers visit more frequently, spend more on average per visit, and purchase across more categories than non-loyalty customers. 4) AVEVE uses the customer data to segment customers and create targeted promotions, mailings, and newsletters in order to strengthen customer relationships.
Customerintel aveve sharingpassionandknowledge_christel_b
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- 2. Christel Berings Marketing Managerat Aveve Retail My favourite song: Jacques Brel
- 3. Sharing passion andknowledge Christel Berings, AVEVE Retail 25th October 2012
- 4. AVEVE is aspassionate 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 MyAVEVE 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 ourcustomer? 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