E-Business & CRM:Knowing your Customers – The greatest challengeMara Kympizi, E-Business & CRM Manager, GREGORYS SA

March 2O21

1st

In customer choice

and preference

(among famous

brands)

118Stores added in the last 3 years

#9Coffee chain

in Europe

More than

250.000daily customers

More than 360 stores in Europe

E-business since 2017

In the last 2 years we were busy

delivering great results

Doubling our online business & revenue!

Optimizing the online customer experience

Shifting to a DATA DRIVEN customer centric strategy & decision making

Integrating own systems and fully integrating with major 3rd party delivery marketplaces

Without Data You’re Just a Person With an Opinion (Edwards Deming)

Without An Opinion, You're Just Another Person With Data (Unknown)

[CRM] YOU’VE HEARD THEACRONYM BEFORE...And you know that “C” is for customer..

But what is CRM? CRM stands for Customer Relationship Management, a “Customers Really Matter” strategy.

The term is also used to describe the system that implements this strategy, but CRM is more than technology.And a ship it’s only as good as its crew. You need a CRM Business Strategy and then the means will help you build better customer relationships, increase company revenue and create a superior customer experience.

OUR CRM MARKETING STRATEGYThe vision

Image: Emarsys, Omnichannel Customer Engagement Platform

Aware

Generate

Traffic

Capture Leads

Nurture ConvertDeliverWOWSatisfy

Cross sell/Up sell

RetainGet Referrals

AdvertisingPRSEOAffiliationsOther 3rd partiesCRM ads (lookalikes)Referrals

RemarketingSignup formsRegistrationContact formsCall center

Welcome SeriesAbandoned CartAbandoned BrowseRemarketingRecommendationsCRM ads (custom audiences)

Transactional CampaignsProduct RecommendationsFirst purchaseRepeated purchaseRemarketing

Deliver the promise

Cross sell – Upsells based on web and purchase behaviorAdvertising

Repeat last purchaseThank youPost-surveysReactivationAdvertisingAdvocacy

The Lifecycle anchors the customer experience & marketing strategy

PERSONALIZATION/ SEGMENTATION

We have automated our RFM AnalysisRFM Scores are used in customer segmentation, marketing strategy & analysis

Customer Analysis ReportsMarketing Reports

Sales ReportsCubes Combined Reports

Visual Representation

Descriptive Analysis Summary Statistics

Database GrowthRFM AnalysisAcquisition – Path to purchaseBehavior by day/hour/segment, etcCustomers by channels and their multichannel purchases

OrdersAOVSales % per SegmentTop Categories/ProductsProduct AffinityOverview by Store, etc

Stores Performance (PNL, BDM)Wholesale PerformanceChannels Overview

Campaign EffectivenessAcquisition driven by campaignsTop ProductsClusteringAds Performance

Data Warehousing – Our Business Intelligence

Changing old habits

Data migrations Integrations

Special requirements

Management decisions – the unwillingness to onboard

Others – Expecting too much too soon; lack of adequate budget; CRM management champion; bad vendor experiences; security concerns; integrations concerns; Infrastructure concerns; technology and constant updating.

Common challenges

When cookies are gone, what’s next?

Return to your system logs and first party relationships

Invest in CRM/CDP and integrate your data

Combine the above = highest odds of identifying an individual.