+ All Categories
Home > Education > Smart Marketing - Makro

Smart Marketing - Makro

Date post: 17-Dec-2014
Category:
Upload: bpost
View: 1,006 times
Download: 0 times
Share this document with a friend
Description:
 
28
Smart marketing Information & communication @ makro
Transcript
Page 1: Smart Marketing - Makro

Smart marketingInformation & communication @ makro

Page 2: Smart Marketing - Makro
Page 3: Smart Marketing - Makro
Page 4: Smart Marketing - Makro

Hij kent zijn (goede) klanten

Hij kan het goed uitleggen

Hij is goed georganiseerd

Page 5: Smart Marketing - Makro

information

communication

organisation

Wants & Needs

products

Buying behaviour

relation

life

FRAT

decision drivers

one to one

moment

mood

objective

lean

flexibleefficient

Page 6: Smart Marketing - Makro
Page 7: Smart Marketing - Makro

MAKRO Part of METRO group (MediaMarkt, Saturn, Galeria Inno, ...)

MAKRO : 6 outlets in BelgiumWorldwide 600 outlets in 32 countries

“For professional customers & end consumers”

Page 8: Smart Marketing - Makro

Collect Data

AnalyseData

UseData

COLLECT ANALYSE USE

Page 9: Smart Marketing - Makro

Signaletic : Customer X, lives in Antwerp. He belongs to the branch Horeca. He has a restaurant, Belgian kitchen with menu’s between 25€ and 45€.

Invoices : Customer X visits our store in Deurne 1x a week and spents on average 424€. He regularly buys meat, fish, fruits & vegetables and occasionaly he buys wine.

The customer knowledge approachcollect

IDENTIFY

DIFFERENTIATE

Page 10: Smart Marketing - Makro

Customers Segmentation Understanding

Segmentation > understandinganalyse

Customer, not buying

New prospects

First time buying

Growing versus Declining | product type

Page 11: Smart Marketing - Makro

HORECA TRADERSCOMPAGNY

or OFFICES

END CONSUMERS

NEW CUSTOMERS

LOST CUSTOMERS

EXISTING CUSTOMERS

REGULAR

IRREGULAR

ACQUISITION

UPSELLING

FREQUENCY

REACTIVATION

useThe customer knowledge approach

Page 12: Smart Marketing - Makro

Strategic flow

IDENTIFY

DIFFERENTIATE

CUSTOMIZE

INTERACT

Set up / Cleansing / enrichment / updates > segmentation

Brand essence / audience messaging / compelling content > needs & objectives

Action flows / connectivity / closed the loop / testing / metrics > ROI

Page 13: Smart Marketing - Makro

Proces driven relationship communication

Page 14: Smart Marketing - Makro

About MAKRO folder

Page 15: Smart Marketing - Makro

Regular circulation coverage of Makro Folder based on date last visit– Variable selection with an average of 4 folders, 8 weeks after date last visit

– Standard selection of Horeca and Trader customers and

– Standard selection of new customers for 1 month

Mail approach and model inefficient for sporadic customers; no frequency builder

Low frequency customers receive 4 folders right after their visit, whereas they don’t visit us …

… but no folder activates them when they come back.

visit visit visit

Circulation 2009

Page 16: Smart Marketing - Makro

Optimization of circulation– Maintain approach for Horeca and Trader customers

– Integrate new customers for longer period

– Normal circulation for regular customers > 6 visits last 12m

– Target customers with increasing frequency =<6 visits last 12m but >= 2 visits last 2m

– Target low frequent customers before probable visit• Eg : Irregular customer with an visit interval of 1 visit every 3 months will

receive folder at 1,5 months after last visits

Basket or frequency approach by personalized coversheet

Circulation 2010

Page 17: Smart Marketing - Makro

Cover Sheet

Page 18: Smart Marketing - Makro

Basket– Objective: increase basket by offering each folder 1 promotion

on products/categories which the customer does not buy

• Costs discount only if extra sales is generated

• Each customer is screened on the basis of 2 to 5 offers with a postulated priority. Not buying = selection If buying all products (top customer) = generic promotion

Frequency– Objective: increase frequency by offering 1 promotion

on basket or category

• Costs discount only if extra visit and sales is generated Promotion in % on total basket: e.g. -10% on basket or Promotion in € on min. value in category:

e.g. -10€ / 100€ non food

Cover Sheet

Page 19: Smart Marketing - Makro

Detailed metrics and learnings used in test to increase frequency

Page 20: Smart Marketing - Makro

Testing

Test if we could get a higher activation by a more selective approach

Personalised mass communication (folder & coversheet)

VERSUS

Multiple personalised communication (DM / postcard / folder with or without coversheet)

Page 21: Smart Marketing - Makro

TestingSummer mailing - coversheetWith and without promo

Page 22: Smart Marketing - Makro

TestingSummer maling - postcardWith and without promo

Page 23: Smart Marketing - Makro

TestingBack to school mailing – coversheetWith and without promo

Page 24: Smart Marketing - Makro

TestingBack to school mailing – postcardWith and without promo

Page 25: Smart Marketing - Makro

Testing

Methodology

We look at the respons but also ticket size (food & non-food)

Ticket size Nonfood can be an interesting trigger.

We do the test 3 times = 3 folder periods (F16, F17 & F18)

Then we can make clear conclusions on

- target group

- triggers

- potential live time value

Page 26: Smart Marketing - Makro

Testing

KPI’s

The results are compared on the basis of:

I. Number of respons and respons %

II. Total sales, sales Nonfood, sales Food and AVG ticket size per respons

III. Number of visits and AVG ticker size per visit

Respons = customers who have received a coversheet, postcard or folder and that have visited Makro in the folder period

Page 27: Smart Marketing - Makro

Critical Success Factors

Information about individual shopping pattern actively used in communication

Page 28: Smart Marketing - Makro

thanks


Recommended