Post on 02-Jul-2015
description
Towards a new dimension
in customer communication
Easyfairs print 2012
26 September
Mark Kestemont
Account Manager
Symeta
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About Symeta:
+ Symeta is a print and document management company
+ We help companies to communicate more efficient with their customers
– Relevant
– One-to-One
– Multichannel
– Sustainable
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Integrated approach: Print+Doc
The right message to
the right person through
the right channel at
the right time …
That’s what we’re all about
Colruyt case: less is more
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Colruyt Group
Together, we create sustainable added value
through value driven craftsmanship in retail
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Colruyt retail, our main account
218 shops 250.000 tickets
Every day
18.000 m³ goods
every day 14.700 employees
3 million extra
cards 26 mailings / year
56 million leaflets
each year
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Earlier Reality ...
Every 2 weeks, 2.1 million
customers receive a Colruyt
envelope including a 32 pages
leaflet with 250 coupons Other retail competitors,
other businesses, other
communication
channels…. + =
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Challenge: Customers get 10,000 online and offline stimuli a day
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The Answer ....
Selectivity
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The commercial reality:
each product faces
For each product the Colruyt customer
population can be divided into :
1) “Core users”
2) “Potentials”
3) “Unlikelies”
4) “Never evers”
Colruyt Population
+
+
+
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The Result …
32 pages 4 pages
+ At Home: “Selection for You”: • Easy to prepare shopping list
• Efficient: less paper gain of time
• Personalised offers are integrated
+ In the Store: • Access to all the other
Extra-reductions in-store
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How in practice
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The Result ...
Higher Loyalty !
* Proved by marketing polls
More HH use coupons (+ 2%)*
More coupons used per HH
More € spent per HH (+ 8%)*
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The Result…
On top of the lowest price guarantee for each product at every moment, Colruyt provides MORE:
– Efficiency: • Concentrating useful promotions in smaller document less time & effort to plan
• Make sure our customers obtain maximal benefit especially over longer periods
– Sustainability: • Greener promotions: 1.600.000 * 32 pages * 26 leaflets/Year = saved
– Servicability: • Helping our customer choose & gain time by limiting the number of coupons
= Basics of Colruyt communication
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Other cases
+ transpromo
+ touroperators
+ fashion - retail
+ ...
Questions? Mark Kestemont
Tel: +32 (0)475 26 03 11
mark.kestemont@symeta.com
Symeta nv Beertsestraat 273 1500 Halle (Belgium) T +32 (0)2 360 01 90 F +32 (0)2 360 03 35 www.symeta.com