kodak case for retailer consum at print power drupa2012
DESCRIPTION
A presentation made by Thomas Wimmer (KODAK) about the value of personalized vouchers to create increased loyalty for a Spanish retailer. A presentation made during the Direct Mail Day at the Print Power booth at DRUPA.TRANSCRIPT
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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