Optimising business performance through loyalty
Objective
Following in-depth analysis of the GALERIA customer programme figures, measures to increase programme activity were adopted as the main optimisation tool for increasing turnover and frequency per customer. The Smart Data Platform loyalty module was to be used to monetise members of the programme and to expand reach as a basis for direct marketing campaigns.
Solution
Together with GALERIA, we developed a CRM strategy that was implemented in stages as a business and technical roadmap. The main pillars of the new strategy are real-time points: collecting and paying in points is made possible by the Smart Data Platform’s new loyalty module. Customers receive feedback on the points they have collected immediately after purchase. The points can also be used during the year which resulted in a measurable increase in programme activity. The basic strategy was flanked by other customer activation measures such as the introduction of preferential prices, additional partnerships for collecting and redeeming points as well as communication support through automated, triggered campaigns.
Result
- Significant increase in the number of active customers in the scheme
- Measurable additional profit and reduction of costs per member
- Stabilisation of the shopping basket value and increase in purchasing frequency
- Up/cross-selling by means of intelligent direct marketing and personalised couponing
- Customer programme digitalisation (reduction of print mailings in favour of digital advertising prompts)
- Digitalisation of the enrolment process
Scoring engine for optimised campaign management
With a multi-million customer base, deciding on what will appeal to different target audiences is no trivial matter for direct marketing teams. The effectiveness of advertising hinges on it being relevant to the recipient. Our challenge was to design a system that predicts which campaign and contact channels will achieve the greatest possible effect on the individual customers.
Dynamic and automated reporting in Power BI
The reporting product was designed to set up automated reporting in order to both replace existing manual reports in Excel or PPT and at the same time include strategically significant developments. We focused on orienting the varied report content, its structure and the possibilities of interacting with it, to the various application areas of diverse stakeholders.