eTail east 2014 Philadelphia - Cross Channel Loyalty Program Kruidvat
-
Upload
lars-crama -
Category
Marketing
-
view
190 -
download
1
description
Transcript of eTail east 2014 Philadelphia - Cross Channel Loyalty Program Kruidvat
“WINNING THE HEARTS AND MINDS OF OUR CUSTOMERS” KRUIDVAT CROSS CHANNEL LOYALTY PROGRAM
Lars Crama, Director at 2organize, together with Selligent, omnichannel audience engagement solution, explain the multichannel approach and other key success factors of the loyalty program launched by A.S.Watson, the world's largest health, beauty & lifestyle retailer, for its brand Kruidvat in the Benelux.
While more than ever marketers are eager to engage their customers, few Loyalty cards survive. So how has A.S.Watson been able to activate this card active in more than 25% of all households in the Netherlands? Showing great conversions and results? Just attend this session and you will know!
Lars Crama - 2organize Nick Worth - Selligent
QUESTION:
“How many plasDc cards are in your wallet?”
The average person carries around 17 plasDc cards in their wallets or purses.
(including credit and debit cards, store cards, library memberships, driving licenses, national insurance, organ donor and loyalty cards. Source: http://newslite.tv/2012/09/17/we-all-have-bulging-wallets-bu.html)
FACT:
25% households
High Customer
Engagement
High Revenue
ContribuDon
1. ABOUT KRUIDVAT 2. THE CROSS CHANNEL LOYALTY PROGRAM 3. FRAMEWORK FOR SUCCESS 4. KEY TAKEAWAYS
1. ABOUT KRUIDVAT 2. THE CROSS CHANNEL LOYALTY PROGRAM 3. FRAMEWORK FOR SUCCESS 4. KEY TAKEAWAYS
PART OF A.S. WATSON
! The world's largest health, beauty & lifestyle retailer
• Over 10,000 stores opera.ng 20 retail brands in 33 markets worldwide
! Europe’s largest luxury perfumeries & cosmeDcs retailer
• Over 1,600 stores in 16 markets, opera.ng under mul.ple retail brands
KRUIDVAT BENELUX
! 980 Stores
! 12.000 Employees
! Media expenditure • Over 70 Million Euro
! Loyalty Program • Start 2011 in The Netherlands
#1 -‐ INCREASE CUSTOMER LOYALTY
#2 -‐ LEARN FROM CUSTOMER INTERACTIONS
1. ABOUT KRUIDVAT 2. THE CROSS CHANNEL LOYALTY PROGRAM 3. FRAMEWORK FOR SUCCESS 4. KEY TAKE-‐AWAYS
KRUIDVAT LOYALTY PROGRAM
WATCH THE VIDEO HERE: http://www.selligent-awards.com/2012/nominee/kruidvat
TARGET GROUP
90% Women Housewives
Above 20 Years
Divided in 4 Personas (Lifestyles)
CUSTOMER SEGMENTATION
Mariska Young Mother
Saskia Starter
Claire Older Mother
Corrie Grandmother
PRODUCT
CATEGORIES
Divided in 4 Categories
PRODUCT CATEGORIES
Beauty Health
Baby Men
CROSS-‐CHANNEL SEGMENTATION
Generic Offers
Loyalty Offers
GENERATING LOYALTY OFFERS
Loyalty Segments
+200 sub-‐segments
Loyalty Offers
Generated Daily
Product Push by procurement and/or supplier(s)
Customer Behaviour Clicks -‐ Buying
3
4
5
7
6
2
1
Campaign Layer
CROSS-‐CHANNEL CAPABILITIES
eStore Website
Stores
Mobile App
eMail Welcome email
Data Layer
Loyalty Program -‐ Customer Life Cycle Management -‐ Event Driven Marke.ng
Sales
Sales
Interac.ons Transac.ons Segmenta.ons
Registra.ons
Registra.ons Ac.va.ons
Ac.va.ons Offers Daily/weekly
AcKvaKon -‐ 24hrs Valid -‐ 1 week
Offers Daily/weekly
Offers Daily/weekly
Loyalty Card Customers
Birthday email
Baby Mamma email
1
4
3
2
6
5
CROSS-‐CHANNEL CAPABILITIES
Campaign Layer
eStore Website
Stores
Mobile App
eMail Welcome email
Data Layer
Loyalty Program -‐ Customer Life Cycle Management -‐ Event Driven Marke.ng
Sales
Sales
Interac.ons Transac.ons Segmenta.ons
Registra.ons
Registra.ons Ac.va.ons
Ac.va.ons Offers Daily/weekly
AcKvaKon -‐ 24hrs Valid -‐ 1 week
Offers Daily/weekly
Offers Daily/weekly
Loyalty Card Customers
Birthday email
Baby Mamma email
Jury Award Market
ers Voice Award
1. ABOUT KRUIDVAT 2. THE CROSS CHANNEL LOYALTY PROGRAM 3. FRAMEWORK FOR SUCCES 4. KEY TAKE-‐AWAYS
TACTIC #1: CUSTOMER PROFILING
CUSTOMER PROFILING SCORECARD
Explicit Profile
Implicit Profile
Response Profile
Session Profile
Journey Profile
Customer Metadata
Now
Later
Endstate
1
2
3
4
5
Creative Commons License - Customer Profiling Scorecard by 2organize.com is licensed under a Creative Commons Attribution NonCommercial 3.0 Unported License. Feel free to use it, we welcome all feedback.
Customer maintained profile: name, address, email, seTngs, favourites, configura.ons, preferences, product ra.ngs, reviews, Q&A, UGC, Social Media Content
Supplier maintained behavioural profile: online transac.ons, offline transac.ons, product use, service use, interac.ons, socio-‐demographic data, psychographic data
SDmulus-‐reponse-‐data related to func.onali.es and campaigns. Include contact history, interac.on pressure, campaign response, s.mulus-‐sensi.vity
Real-‐Dme behavioral data: referring site, loca.on, campaign exposure, use of site func.onali.es, customer intent
Longitudinal cross channel behavioural data: mul. stage decision process iden.fica.on, microconversions, engagement
AnalyDcs generated customer data: recency/frequency/value profile, LTV-‐profile, segmenta.on, engagement scoring, aTtudinal scoring, sen.ment scoring
(example Scorecard, NOT Kruidvat)
TACTIC #2: ROADMAP WITH QUICK WINS
DIGITAL & CRM STRATEGY ROADMAP 2012 2013 2014
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
Vision & Strategy Basics Quick Wins Customer Value Life Time Value Customer Journey
Customer Contact Strategy
Program Prospect Welcome
Order Follow Up Churn / Reten.on
EDM: abandoned cart EDM: customer journey Win back
EDM: behavioral events
Campaigns Bulk communica.on Simple segmenta.on
Segmenta.on Mul. channel Personalized Real .me Interac.ve
Insights Reports Hi-‐prio KPI’s All KPI’s Dashboards Balanced Scorecard
Analysis RFM Basic Segmenta.on Advanced Segmenta.on
LTV Behavioral segmenta.on
Value drivers Loyalty drivers
Share of Wallet Life style segmenta.on Engagement scoring
ROMI analysis
MarkeDng Performance Improvement
Monitor basic KPI’s Set up test-‐ and control groups
Simple A/B tes.ng
Advanced A/B tes.ng Mul.variate tes.ng campaigns
Advanced A/B tes.ng programs
Mul.variate tes.ng programs ROMI op.miza.on
Customer Data IntegraDon Registra.ons Transac.ons
Customer Profiles Contact history
Demandware Survey data
Campaign feedback data Integrate business units
Web data Social media data Compe.tor data
External environment data
(example Roadmap, NOT Kruidvat)
Delivering business results in each phase
TACTIC #3: MONTHLY IMPROVEMENT CYCLE
1. Set Goals
2. Set KPI’s
3. Plan
4. Prepare
5. Contact
6. Follow up 7. Monitor
8. Op.mize
9. Report
10. Analyze
11. Discuss
12. Improve
+400%
1. ABOUT KRUIDVAT 2. THE CROSS CHANNEL LOYALTY PROGRAM 3. FRAMEWORK FOR SUCCESS 4. KEY TAKE-‐AWAYS
WHAT WE’VE LEARNED
1. Find out what drives customer value to determine your programs success criteria
2. Combine transacDonal and behaviourial data to allow highly relevant and personalized interacDon
3. Enrich customer profiles over Dme
4. Design a roadmap that combines vision with quick results
5. Incorporate conDnuous improvement cycles
YOUR CHALLENGE?
Good luck! Good luck winning your customers’ hearts and minds
Email: [email protected] Twiher: @larscrama Web: www.2organize.com
Visit Selligent Booth #47
www.selligent.com