Download - Hakim Benbouchta - Head Office (Pecha Kucha)
![Page 1: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/1.jpg)
Customer Relationship Management
It’s all about connections…
Marketing Day 2011
![Page 2: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/2.jpg)
In your opinion, what is the biggest marketing challenge facing
advertisers?
![Page 3: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/3.jpg)
![Page 4: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/4.jpg)
![Page 5: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/5.jpg)
Much more propositions…
Each day, the average consumer encounters about 3.000 messages.
![Page 6: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/6.jpg)
Not more time
![Page 7: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/7.jpg)
Not more money
![Page 8: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/8.jpg)
Attention is key
![Page 9: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/9.jpg)
Differentiationis key
![Page 10: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/10.jpg)
Connection is key
![Page 11: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/11.jpg)
CRM does it better !
![Page 12: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/12.jpg)
The « Explore More » Case
AS Adventure’s Loyalty Program
![Page 13: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/13.jpg)
The Retail Concept
Premium brands and specialists for outdoor passionates
![Page 14: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/14.jpg)
Our Objective
Build a strongly connected community
![Page 15: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/15.jpg)
A strongly connected community
• A solid and rich customer database
• Effective relations
• Commercial success with proven sales uplift
• Mainly based on content & added value vs pure promotions & cach back
![Page 16: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/16.jpg)
June 2009 : start from scratch
• 28 shops
• Not a single customer data
• No channel for fast and effective direct communication
![Page 17: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/17.jpg)
The tools
![Page 18: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/18.jpg)
Loyalty Program
• Exclusive promotions• Information about the
brand• Invitation to events• Invitations to trainings• Exchange without ticket• Longest period for
exchange• NO Cash Back mechanic
![Page 19: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/19.jpg)
The magazine
![Page 20: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/20.jpg)
The magazine
• 4 times / year- The first year free for all A.S. customers - Free for all
Explore-More cardholders, sold in the A.S. stores to all other customers
- After 18 months also sold in the Belgian Bookshops
• 80 p of quality content• 20 p of ads
![Page 21: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/21.jpg)
E-letters
• Generic info about the brand• What’s going on in and around
the shops• Travel & outdoor tips• Non-specific• Monthly
![Page 22: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/22.jpg)
Flashmails
• Information about the brand
• Specific advantages for cardholders
• Partner actions
• Pre-sales campaigns
• Add-on services and products
![Page 23: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/23.jpg)
Triggermails
• Linked to the customer’s individual purchases
• Additional info• How to use• Additional and need-for
products
• Take him back to the shop• Up-selling & cross-selling
• Purchase-specific to generate incremental business
![Page 24: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/24.jpg)
The Results
![Page 25: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/25.jpg)
500.000 MEMBERS IN 18 MONTHS
![Page 26: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/26.jpg)
84,7% ACTIVE CARDS IN 2010
![Page 27: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/27.jpg)
+ 43,6% AVERAGE BASKET MEMBERS VS NON MEMBERS
![Page 28: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/28.jpg)
80 % NETSALES REGISTERED WITH CARD
![Page 29: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/29.jpg)
+ 32 % AVERAGE VISIT / YEAR VS NON MEMBERS
![Page 30: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/30.jpg)
43,53%TRIGGERMAIL AVERAGE UNIQUE OPEN RATE IAB retail Benchmark : 20,6%
80 % AVERAGE TOTAL OPEN RATE
![Page 31: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/31.jpg)
30,86%NEWSLETTER AVERAGE UNIQUE OPEN RATE IAB retail Benchmark : 20,6%
![Page 32: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/32.jpg)
33,12%FLASHMAIL AVERAGE UNIQUE OPEN RATE IAB retail Benchmark : 20,6%
![Page 33: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/33.jpg)
72%OF THE READERS GIVE THE MAGAZINE A 8+ LIKEABILITY SCORE
82,1 % DECLARE TO HAVE FULL FAITH IN THE CONTENT
53% READ THE ENTIRE MAGAZINE
FIRST FULLY SELF SUPPORTED MAGAZINE(advertising + sales in bookshops)
![Page 34: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/34.jpg)
Conclusions
![Page 35: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/35.jpg)
Conclusions
• Promotions and cash back are not the only way to make customers loyal. On the contrary.
• In the actual communication mess, qualitative content is highly valuable for customers
• Personalised communication raise the attention by far
![Page 36: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/36.jpg)
A FEW SECONDS LEFT ?
![Page 37: Hakim Benbouchta - Head Office (Pecha Kucha)](https://reader034.vdocument.in/reader034/viewer/2022051816/545cc951b1af9f3c0a8b4878/html5/thumbnails/37.jpg)
Thank you for your attention