BeStUSeoFDAtAinRetAiL
WinneR
hiGhLYcoMMenDeD
Sainsbury’s
iKeAUK LMG
QuantpreskyMaves SelfServe
iKeAFamily
Tobecomemorecustomer-centric,Sainsbury’s
IKEAwantedtorewardcustomerloyaltywhileincreasingaveragetransactional neededtouseitscustomerdatamoreeffectivelyfor
valueandprofitpersale,butwithoutanescalatingexposuretoredeemable in-storedecisionsandcustomercommunications,
currency.Thesolutionwasapointlessloyaltyscheme.Itstruckthejudgesasa aswellasinpartnershipwithFMCGsuppliers.LMG
freshconceptthatdealtdirectlywiththecustomeranddeliveredgood setupanewinsightandcommunicationdivision
financialresults. whichdevelopedacustomerinsightapplication.
Frequencyofvisitismuchlowerinhomefurnishingsthanformanyretail ThisenablestheuseofPOSandNectardatato
outlets,butanopportunityexiststoincreaseit.Participatingcustomersreceive linkshopper’svisitsandtrackhabitsovertime.This
vouchersrelatingtotheirnumberofvisits,whichinturnstimulateincremental providesmanufacturerswithabetter
visitsandspending.Toreinforcetheaddedvalue,specialareashavebeen understandingoftheirproduct,brand,category
createdin-storeforIKEAFamilymembers. andstoreperformance.SelfServenowhasover00
Simple,relevantdataoneachcustomeriscapturedviatheapplicationform. usersandisbeingusedby2clients.Thejudgesfelt
Fromthis,customersareassignedtoalifestylesegmentandtheirtransactional thisentryreallystoodoutforitspowerful
dataintegrated.Profitmodelsarethenbuiltwhichdrivecontactstrategyto contributiontoallthoseinvolved.
optimisecustomervalue,channelpreferenceandproductoffer,makingthe
schemefeelhighlypersonalised.
Quarterlystatementsaredeliveredbymailoremailandaredividedinto15
differentzonesreflectingspecificrequirements,fromacknowledgingvisits
madetolifestage-specificoffersandrewards.Digitalproductiontechnology
allowsupto0,000combinationsofeachstatementtobeproduced.IKEAalso
createditsfirstcustomerpanelof60,000memberstoprovidefeedbackfrom
surveys,whichnowdeliver25percentresponse.Thisisusedforproduct and
offerplanning.
Byusingvisitsasthefrequencycounterandprovidingvouchersfor
redemption,nobalancesheetliabilityhasbeencreated.Thiswasafirstforthe
group,whichhaspreviouslyrunconventionalloyaltyprogrammesorsimple
money-offvouchers.Keyperformanceindicatorswerecreatedtolookat
numberofvisitsandspendpervisit,purchasingbydepartment,valuable
customercontributionbycategory,foodandrestaurantsalesandreturnon
investmentfrommarketing.
TheseshowedthatIKEAFamilydeliveredaROIof150percentinyearone
andmademembers5percentmoreprofitablethannon-members.
Incrementalprofitof£2millionhasbeendelivered,withindividualmailings
achievingupto16percentROI.Itisalsothelowestcostloyaltyschemeinthe
UKat£2.0permemberforcommunications.
Sponsoredby:
FRAUDScReen
FraudisbecomingacriticalissueforUKbusinessesasmoreandmoreindividualsdeliberatelypurchasegoodsorservices
withoutanyintentiontopay. Fraudscreenisauniquesolutionthatpredictspaymentbehaviour,identifyingconsumers
with“intentnottopay”. Createdfromatotallynewanduniquedataset,Fraudscreeniscompiledfromindividualpayment
transactiondataandcanbeusedateachstageofthecustomerjourney. Byprovidingcleardiscriminationabout
consumers’paymentintentionsFraudscreenishavingasignificantandpositivefinancialimpactonourclients’recruitment,
applicationsriskmanagement,anddebtcollectionstrategies.
Findouthowyourbusinesscouldbenefitbyvisitingwww.fraudscreen.co.ukorcallJohnSharmanon0207076198.
20|DAtAStRAteGYAWARDS2009
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