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Member of METRO Group
DateDocument type
METRO Cash & Carry Bulgaria
Managing Loyalty METRO Cash and Carry Bulgaria
Dr.Christoph Schulte, Customer Management Director04.04.2013
METRO Cash & Carry Bulgaria
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Member of Page 2
Managing Loyalty: What do we manage?
We concentrate on the visible part…
But how do we move the whole
when the majority is underneath what
we see?
We want to push
the left…
But the currents push to the
right…
METRO Cash & Carry Bulgaria
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Managing Loyalty: What are the building blocks of Loyalty?
METRO Cash & Carry Bulgaria
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Managing Loyalty: Building blocks
METRO Cash & Carry Bulgaria
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Managing Loyalty: Starting point
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METRO Cash & Carry Bulgaria
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Managing Loyalty: How to build awareness?
TV advertising
Radio Advertising
Internet Advertising
Social Media
Billboards
Awareness1
METRO Cash & Carry Bulgaria
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Managing Loyalty: How to build awareness?
TV advertising
Radio Advertising
Internet Advertising
Social Media
Billboards
Awareness1
METRO Cash & Carry Bulgaria
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Internet Advertising
Page 8
Managing Loyalty: How to build awareness?
TV advertising
Radio Advertising
Social Media
Billboards
Awareness1
METRO Cash & Carry Bulgaria
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Social Media
Page 9
Managing Loyalty: How to build awareness?
TV advertising
Radio Advertising
Internet Advertising
Billboards
Awareness1
METRO Cash & Carry Bulgaria
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Billboards
Page 10
Managing Loyalty: How to build awareness?
TV advertising
Radio Advertising
Internet Advertising
Social Media
Awareness1
METRO Cash & Carry Bulgaria
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Managing Loyalty: From awareness to consideration
If people are aware you are there why should If people are aware you are there why should they consider you?they consider you?
What can you do so that people consider you?What can you do so that people consider you?
How do you become relevant?How do you become relevant?
METRO Cash & Carry Bulgaria
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Managing Loyalty: Why should people consider you?
Metro Academy
My Store
Consideration2
Office Needs
METRO Cash & Carry Bulgaria
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Metro Academy
Page 13
Managing Loyalty: Why should people consider you?
Consideration2
METRO Cash & Carry Bulgaria
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Trainings: culinary, barista, wine etc.
Academy on tour
Knowledge sharing point for the leaders in the culinary field
Metro Academy
Page 14
Managing Loyalty Why should people consider you?
Consideration2
METRO Cash & Carry Bulgaria
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Metro Academy
Page 15
Managing Loyalty Why should people consider you?
Trainings: culinary, barista, wine etc.
Academy on tour
Knowledge sharing point for the leaders in the culinary field
Consideration2
METRO Cash & Carry Bulgaria
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Member of
Metro Academy
Page 16
Managing Loyalty: Why should people consider you?
Trainings: culinary, barista, wine etc.
Academy on tour
Knowledge sharing point for the leaders in the culinary field
Consideration2
METRO Cash & Carry Bulgaria
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My Store
Page 17
Managing Loyalty: Why should people consider you?
Consideration2
METRO Cash & Carry Bulgaria
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Member of
My Store
Page 18
Managing Loyalty: Why should people consider you?
Consideration2
Know-how transfer
Business support
Assortment
METRO Cash & Carry Bulgaria
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My Store
Page 19
Managing Loyalty: Why should people consider you?
Consideration2
Know-how transfer
Business support
Assortment
METRO Cash & Carry Bulgaria
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My Store
Page 20
Managing Loyalty: Why should people consider you?
Consideration2
Know-how transfer
Business support
Assortment
METRO Cash & Carry Bulgaria
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Office Needs
Page 21
Managing Loyalty: Why should people consider you?
Consideration2
Assortment
Communicate
METRO Cash & Carry Bulgaria
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Office Needs
Page 22
Managing Loyalty: Why should people consider you?
Consideration2
Assortment
Communicate
METRO Cash & Carry Bulgaria
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Managing Loyalty: How do people consider you?
METRO Cash & Carry Bulgaria
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Managing Loyalty: How do people consider you?
METRO Cash & Carry Bulgaria
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Managing Loyalty: Brand Positioning
METRO Cash & Carry Bulgaria
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Managing Loyalty: But how to achieve conversion?
METRO Cash & Carry Bulgaria
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Managing Loyalty: How do you convert customers?
Conversion3
METRO Cash & Carry Bulgaria
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Managing Loyalty: Are your customers loyal?
METRO Cash & Carry Bulgaria
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Member of Page 29
Managing Loyalty: How to ensure loyalty?
Stamp Collection
Loyalty4
Behavioral activation & rewards
METRO Cash & Carry Bulgaria
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Managing Loyalty: How to ensure loyalty?
Stamp Collection
Loyalty4
Behavioral activation & rewards
METRO Cash & Carry Bulgaria
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Managing Loyalty: Do you have advocates?
METRO Cash & Carry Bulgaria
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Managing Loyalty: Do you have advocates?
Talking about this: 1757
Advocacy4
Referrals – 11%
METRO Cash & Carry Bulgaria
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Managing Loyalty: How does it look like for us?
METRO Cash & Carry Bulgaria
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Managing Loyalty: And why we do it?