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METRO Cash & Carry Bulgaria

Managing Loyalty METRO Cash and Carry Bulgaria

Dr.Christoph Schulte, Customer Management Director04.04.2013

METRO Cash & Carry Bulgaria

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Managing Loyalty: What do we manage?

We concentrate on the visible part…

But how do we move the whole

when the majority is underneath what

we see?

We want to push

the left…

But the currents push to the

right…

METRO Cash & Carry Bulgaria

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Managing Loyalty: What are the building blocks of Loyalty?

METRO Cash & Carry Bulgaria

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Managing Loyalty: Building blocks

METRO Cash & Carry Bulgaria

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Managing Loyalty: Starting point

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METRO Cash & Carry Bulgaria

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Managing Loyalty: How to build awareness?

TV advertising

Radio Advertising

Internet Advertising

Social Media

Billboards

Awareness1

METRO Cash & Carry Bulgaria

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Managing Loyalty: How to build awareness?

TV advertising

Radio Advertising

Internet Advertising

Social Media

Billboards

Awareness1

METRO Cash & Carry Bulgaria

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Internet Advertising

Page 8

Managing Loyalty: How to build awareness?

TV advertising

Radio Advertising

Social Media

Billboards

Awareness1

METRO Cash & Carry Bulgaria

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Social Media

Page 9

Managing Loyalty: How to build awareness?

TV advertising

Radio Advertising

Internet Advertising

Billboards

Awareness1

METRO Cash & Carry Bulgaria

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Billboards

Page 10

Managing Loyalty: How to build awareness?

TV advertising

Radio Advertising

Internet Advertising

Social Media

Awareness1

METRO Cash & Carry Bulgaria

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Managing Loyalty: From awareness to consideration

If people are aware you are there why should If people are aware you are there why should they consider you?they consider you?

What can you do so that people consider you?What can you do so that people consider you?

How do you become relevant?How do you become relevant?

METRO Cash & Carry Bulgaria

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Managing Loyalty: Why should people consider you?

Metro Academy

My Store

Consideration2

Office Needs

METRO Cash & Carry Bulgaria

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Metro Academy

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Managing Loyalty: Why should people consider you?

Consideration2

METRO Cash & Carry Bulgaria

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Trainings: culinary, barista, wine etc.

Academy on tour

Knowledge sharing point for the leaders in the culinary field

Metro Academy

Page 14

Managing Loyalty Why should people consider you?

Consideration2

METRO Cash & Carry Bulgaria

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Metro Academy

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Managing Loyalty Why should people consider you?

Trainings: culinary, barista, wine etc.

Academy on tour

Knowledge sharing point for the leaders in the culinary field

Consideration2

METRO Cash & Carry Bulgaria

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Metro Academy

Page 16

Managing Loyalty: Why should people consider you?

Trainings: culinary, barista, wine etc.

Academy on tour

Knowledge sharing point for the leaders in the culinary field

Consideration2

METRO Cash & Carry Bulgaria

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My Store

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Managing Loyalty: Why should people consider you?

Consideration2

METRO Cash & Carry Bulgaria

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My Store

Page 18

Managing Loyalty: Why should people consider you?

Consideration2

Know-how transfer

Business support

Assortment

METRO Cash & Carry Bulgaria

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My Store

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Managing Loyalty: Why should people consider you?

Consideration2

Know-how transfer

Business support

Assortment

METRO Cash & Carry Bulgaria

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My Store

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Managing Loyalty: Why should people consider you?

Consideration2

Know-how transfer

Business support

Assortment

METRO Cash & Carry Bulgaria

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Office Needs

Page 21

Managing Loyalty: Why should people consider you?

Consideration2

Assortment

Communicate

METRO Cash & Carry Bulgaria

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Office Needs

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Managing Loyalty: Why should people consider you?

Consideration2

Assortment

Communicate

METRO Cash & Carry Bulgaria

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Managing Loyalty: How do people consider you?

METRO Cash & Carry Bulgaria

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Managing Loyalty: How do people consider you?

METRO Cash & Carry Bulgaria

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Managing Loyalty: Brand Positioning

METRO Cash & Carry Bulgaria

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Managing Loyalty: But how to achieve conversion?

METRO Cash & Carry Bulgaria

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Managing Loyalty: How do you convert customers?

Conversion3

METRO Cash & Carry Bulgaria

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Managing Loyalty: Are your customers loyal?

METRO Cash & Carry Bulgaria

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Managing Loyalty: How to ensure loyalty?

Stamp Collection

Loyalty4

Behavioral activation & rewards

METRO Cash & Carry Bulgaria

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Managing Loyalty: How to ensure loyalty?

Stamp Collection

Loyalty4

Behavioral activation & rewards

METRO Cash & Carry Bulgaria

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Managing Loyalty: Do you have advocates?

METRO Cash & Carry Bulgaria

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Managing Loyalty: Do you have advocates?

Talking about this: 1757

Advocacy4

Referrals – 11%

METRO Cash & Carry Bulgaria

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Managing Loyalty: How does it look like for us?

METRO Cash & Carry Bulgaria

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Managing Loyalty: And why we do it?