Kruidvat Loyalty Program
The average person carries around 17 plastic 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-walletsbu.html 2
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25% households Enormous Customer Engagement Business Results 5
Kruidvat Loyalty Program Monique Feitsma Client Service Director
Selligent Jury Award 2012 Cross-channel Loyalty program The Netherlands + Belgium 7
Milo Laseur Marketing Director Loes de Jong CRM Manager 8
Part of A.S. Watson - The world's largest health, beauty & lifestyle retailer Over 10,000 stores operating 20 retail brands in 33 markets worldwide Europe s largest luxury perfumeries & cosmetics retailer Over 1,600 stores in 16 markets, operating under multiple retail brands 9
Kruidvat Benelux Stores - 800 NL /180 BEL 12.000 Employees Top 3 Media expenditure Over 70 Million Euro Loyalty Program Start 2011 in The Netherlands 10
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Selligent Award 2012 Cross-channel Loyalty program The Netherlands + Belgium 12
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Kruidvat CROSS CHANNEL 14
Customer Segmentation TARGET GROUP Claire Older Mother Corrie Grandmother 90% Women Housewives Above 20 Years Divided in 4 Personas (Lifestyles) Mariska Young Mother Saskia Starter 15
Product Categories PRODUCT CATEGORIES Beauty Health Divided in 4 Categories Mariska Young Mother Baby Saskia Starter Men 16
Loyalty offers 1 Loyalty Segments +200 sub-segments Product Push by procurement and/or supplier(s) 6 2 Loyalty Offers Generated Daily 4 7 3 17 Customer Behaviour Clicks - Buying 5
Cross-channel Segmentation Generic Offers Loyalty Offers 18
Cross-channel Capabilities Stores 1 Activation - 24hrs Valid - 1 week Sales estore Website Mobile App 2 Registrations Registrations 4 Offers Daily/weekly Offers Daily/weekly Activations Activations 5 Sales email Welcome email Offers Daily/weekly Birthday email Baby Mamma email Campaign Layer Data Layer Loyalty Card Customers Loyalty Program - Customer Life Cycle Management - Event Driven Marketing 3 Segmentations 19 6 Interactions Transactions
Cross-channel Capabilities 20
Cross-channel Capabilities Baby Mother Program 21
Baby Mother program Do you have children? Name and age? Do you expect a baby? When do you expect the baby? Do you want a special Baby/Mamma offer for FREE? 22
Selligent Jury Award 2012 and Voice of the marketeer Award 2012 Why Kruidvat? 23
The reasons Selligent Best Practice Created multi-channel interactions from a single customer view Optimized content and offers for higher conversion Executes across all channels from a single solution Managed processes and improve visibility and accountability of all marketing activities Cross Channel/Omni-Channel ATL, TTL, BTL Strong Collaboration: ASW, 2organize, Selligent, ISM, BeyenMeyer, Service2Media High Customer Engagement Impressive growth in Loyals and Business results! 24
25% Massive no activations/month 25
How? Let s talk! Monique Feitsma Client Service Director Monique.Feitsma@2organize.com @moniquefeitsma @2organize 26