Post on 17-Dec-2014
description
Smart marketingInformation & communication @ makro
Hij kent zijn (goede) klanten
Hij kan het goed uitleggen
Hij is goed georganiseerd
information
communication
organisation
Wants & Needs
products
Buying behaviour
relation
life
FRAT
decision drivers
one to one
moment
mood
objective
lean
flexibleefficient
MAKRO Part of METRO group (MediaMarkt, Saturn, Galeria Inno, ...)
MAKRO : 6 outlets in BelgiumWorldwide 600 outlets in 32 countries
“For professional customers & end consumers”
Collect Data
AnalyseData
UseData
COLLECT ANALYSE USE
Signaletic : Customer X, lives in Antwerp. He belongs to the branch Horeca. He has a restaurant, Belgian kitchen with menu’s between 25€ and 45€.
Invoices : Customer X visits our store in Deurne 1x a week and spents on average 424€. He regularly buys meat, fish, fruits & vegetables and occasionaly he buys wine.
The customer knowledge approachcollect
IDENTIFY
DIFFERENTIATE
Customers Segmentation Understanding
Segmentation > understandinganalyse
Customer, not buying
New prospects
First time buying
Growing versus Declining | product type
HORECA TRADERSCOMPAGNY
or OFFICES
END CONSUMERS
NEW CUSTOMERS
LOST CUSTOMERS
EXISTING CUSTOMERS
REGULAR
IRREGULAR
ACQUISITION
UPSELLING
FREQUENCY
REACTIVATION
useThe customer knowledge approach
Strategic flow
IDENTIFY
DIFFERENTIATE
CUSTOMIZE
INTERACT
Set up / Cleansing / enrichment / updates > segmentation
Brand essence / audience messaging / compelling content > needs & objectives
Action flows / connectivity / closed the loop / testing / metrics > ROI
Proces driven relationship communication
About MAKRO folder
Regular circulation coverage of Makro Folder based on date last visit– Variable selection with an average of 4 folders, 8 weeks after date last visit
– Standard selection of Horeca and Trader customers and
– Standard selection of new customers for 1 month
Mail approach and model inefficient for sporadic customers; no frequency builder
Low frequency customers receive 4 folders right after their visit, whereas they don’t visit us …
… but no folder activates them when they come back.
visit visit visit
Circulation 2009
Optimization of circulation– Maintain approach for Horeca and Trader customers
– Integrate new customers for longer period
– Normal circulation for regular customers > 6 visits last 12m
– Target customers with increasing frequency =<6 visits last 12m but >= 2 visits last 2m
– Target low frequent customers before probable visit• Eg : Irregular customer with an visit interval of 1 visit every 3 months will
receive folder at 1,5 months after last visits
Basket or frequency approach by personalized coversheet
Circulation 2010
Cover Sheet
Basket– Objective: increase basket by offering each folder 1 promotion
on products/categories which the customer does not buy
• Costs discount only if extra sales is generated
• Each customer is screened on the basis of 2 to 5 offers with a postulated priority. Not buying = selection If buying all products (top customer) = generic promotion
Frequency– Objective: increase frequency by offering 1 promotion
on basket or category
• Costs discount only if extra visit and sales is generated Promotion in % on total basket: e.g. -10% on basket or Promotion in € on min. value in category:
e.g. -10€ / 100€ non food
Cover Sheet
Detailed metrics and learnings used in test to increase frequency
Testing
Test if we could get a higher activation by a more selective approach
Personalised mass communication (folder & coversheet)
VERSUS
Multiple personalised communication (DM / postcard / folder with or without coversheet)
TestingSummer mailing - coversheetWith and without promo
TestingSummer maling - postcardWith and without promo
TestingBack to school mailing – coversheetWith and without promo
TestingBack to school mailing – postcardWith and without promo
Testing
Methodology
We look at the respons but also ticket size (food & non-food)
Ticket size Nonfood can be an interesting trigger.
We do the test 3 times = 3 folder periods (F16, F17 & F18)
Then we can make clear conclusions on
- target group
- triggers
- potential live time value
Testing
KPI’s
The results are compared on the basis of:
I. Number of respons and respons %
II. Total sales, sales Nonfood, sales Food and AVG ticket size per respons
III. Number of visits and AVG ticker size per visit
Respons = customers who have received a coversheet, postcard or folder and that have visited Makro in the folder period
Critical Success Factors
Information about individual shopping pattern actively used in communication
thanks