Customer Relationship Management

It’s all about connections…

Marketing Day 2011

In your opinion, what is the biggest marketing challenge facing

advertisers?

Much more propositions…

Each day, the average consumer encounters about 3.000 messages.

Not more time

Not more money

Attention is key

Differentiationis key

Connection is key

CRM does it better !

The « Explore More » Case

AS Adventure’s Loyalty Program

The Retail Concept

Premium brands and specialists for outdoor passionates

Our Objective

Build a strongly connected community

A strongly connected community

• A solid and rich customer database

• Effective relations

• Commercial success with proven sales uplift

• Mainly based on content & added value vs pure promotions & cach back

June 2009 : start from scratch

• 28 shops

• Not a single customer data

• No channel for fast and effective direct communication

The tools

Loyalty Program

• Exclusive promotions• Information about the

brand• Invitation to events• Invitations to trainings• Exchange without ticket• Longest period for

exchange• NO Cash Back mechanic

The magazine

The magazine

• 4 times / year- The first year free for all A.S. customers - Free for all

Explore-More cardholders, sold in the A.S. stores to all other customers

- After 18 months also sold in the Belgian Bookshops

• 80 p of quality content• 20 p of ads

E-letters

• Generic info about the brand• What’s going on in and around

the shops• Travel & outdoor tips• Non-specific• Monthly

Flashmails

• Information about the brand

• Specific advantages for cardholders

• Partner actions

• Pre-sales campaigns

• Add-on services and products

Triggermails

• Linked to the customer’s individual purchases

• Additional info• How to use• Additional and need-for

products

• Take him back to the shop• Up-selling & cross-selling

• Purchase-specific to generate incremental business

The Results

500.000 MEMBERS IN 18 MONTHS

84,7% ACTIVE CARDS IN 2010

+ 43,6% AVERAGE BASKET MEMBERS VS NON MEMBERS

80 % NETSALES REGISTERED WITH CARD

+ 32 % AVERAGE VISIT / YEAR VS NON MEMBERS

43,53%TRIGGERMAIL AVERAGE UNIQUE OPEN RATE IAB retail Benchmark : 20,6%

80 % AVERAGE TOTAL OPEN RATE

30,86%NEWSLETTER AVERAGE UNIQUE OPEN RATE IAB retail Benchmark : 20,6%

33,12%FLASHMAIL AVERAGE UNIQUE OPEN RATE IAB retail Benchmark : 20,6%

72%OF THE READERS GIVE THE MAGAZINE A 8+ LIKEABILITY SCORE

82,1 % DECLARE TO HAVE FULL FAITH IN THE CONTENT

53% READ THE ENTIRE MAGAZINE

FIRST FULLY SELF SUPPORTED MAGAZINE(advertising + sales in bookshops)

Conclusions

Conclusions

• Promotions and cash back are not the only way to make customers loyal. On the contrary.

• In the actual communication mess, qualitative content is highly valuable for customers

• Personalised communication raise the attention by far

A FEW SECONDS LEFT ?

Thank you for your attention