Vouchers for a better customer experience and increased sells and revenues

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Consum – a major Spanish retailer

Founded in 1975

App. 600 Supermarkets in the south and east of Spain Valencia Cataluña Murcia Castilla-La Mancha Aragón Andalucía

App. 10.000 employees

Customer Card with app. 1.200.000 members

Consum – a major Spanish retailer

The Consum Customer Card

3 Benefits concept

1. % discount based on shopping basket value(0,75 – 1,25%)

2. Achieved discount is also usable for always changing products at the super market.

3. Special savings on 12 identified productswhich are purchased often by customer

Consum – Case Study

Phase 2: 1-to-1

personalization

Phase 1: Statement

Production Re-engineering

Intial situation

Consum – Initial Situation

1.200.000 members 12 clusters Monthly statement 12 coupons 80 different products

Mass Marketing

Micro Marketing

Sales

Consum – Initial Situation

Role of the Print Service ProviderMeydis = Print Service Provider

B&W printing on 12 pre-printed statements (1 for each cluster)

Consum – Initial Situation

12 Clusters: multivariable segmentation by combination of

Basket Analysis+

Customer life cycle

B&W printing on 12 pre-printed statements (1 for each cluster)

Business Goal:

To increase coupon redemption by

performing 1-to-1 communications

Consum – Case Study

Phase 2: 1-to-1

personalization

Phase 1: Statement

Production Re-engineering

Intial situation

Consum – Production Re-engineering

From Pre-printed statemet to full-color printing

Document Composition: 1 PDF + N images (1 for each product)

Information Systems: From 12 files to 1 file + 1 Campaign Matrix

Intelligence: 12 clusters (micro marketing)

Consum – Production Re-engineering

1.200.000 members 12 clusters Monthly statement 12 coupons 80 different products

Mass Marketing

Micro Marketing

Sales

Consum – Case Study

Phase 2: 1-to-1

personalization

Phase 1: Statement

Production Re-engineering

Intial situation

Consum – 1-to-1 personalisation

Intelligence: 1-to-1 personalization engine (scalable to different algorithms)

Information Systems: Datamart to support personalization engine algorithms

Print Service Provider: Web Portal with dynamic customer segmentation and campaing management

Consum – 1-to-1 personalisation

Role of the Print Service ProviderMeydis = Marketing Service Provider

Strategic Marketing Consulting: Business rules modelling – translate business goals

Information Systems: Datamart set-up, Web Portal development

Database Management & CRM: Personalization framework development

Document designPrinting & Finishing

Consum – Production Re-engineering

1.200.000 members 850.000 different statements Monthly statement 12 coupons 400 different products

Mass Marketing

Micro Marketing

Sales

1-to-1

Consum – 1-to-1 personalisation

Consum – 1-to-1 personalisation

Result

Sales driven by coupons x6

Thank you very much

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