GUEST AUTHORS – LOYALTY MARKETING
relationships
time,increasingcustomer closelytocompetence
commitment. development,bothfor
Besides
a71Increasemarketingefficiency
withbettermeasurementof
Targetedcustomerdialogue manufacturers’andretailers’
islargelyatechnology-enabled internalorganisations.Asthe
conventional
resultsandenablingfast
c
transformation,wheresolutions analyticsaffectretailers’core
direct
a71
orrectiveactions.
Developanefficientloyalty
playanimportantrole.During operations,suchasoperational marketingmediathat
thenextfewyears,many categorymanagementand marketing, manufacturersarekeentouse
retailerswillimplement customercommunication,the
campaignmanagementand functioncannotbeentirely
targeted
(andpayfor).
Thebestplayersinretailwill
optimisationtools,iftheyhaven’t outsourcedeventhoughsolution
alreadydoneso. providersandconsultantscanbe
dialogueistruly
offeraveryefficientmarketing
mediafornewproductsand
Thesewillbesupported usedtosupportthechange.
multi-channel
services,andsomeretailers,
bysophisticatedrules Alongwithinternal
management,personalisation, competencebuilding,many withoptions
suchasKroger,areactively
pursuingthisfieldtogether
pricing,forecastingand retailerscanacceleratethe
data-miningsystems. transformationbyrecruiting
rangingfrom
withkeymanufacturerpartners.
Thestudyresultsshowthe
Themainprincipleisthatall subjectmatterexpertsand
customer
mainfocusinloyaltyprograms
keyretailactivitiesaremeasured analysts,oftenfromother andshopperdatasharingsofar
andlearnedfrom.Forexample,a industries,withalongtrack
magazinesto
hasbeentosupportthecore
keymeasurefornewproduct recordindirectcustomer
introductionsisrepeat communication.
theonline
retaildemandmanagement
processes;tradepromotion
purchases,quicklyindicating Tosumup,thebusinesscase
whethertheproductisgoingto foraloyaltyprogramshou
channeland
managementandcategory
ldbe managementbeingthe
surviveinthemarket.These b
kindsofmeasuresareonly a71
asedmainlyonthefollowing:
stores.
collaborationfocusareas.
availablethroughshopperdata. a71
Increaseshoppingfrequency. However,personalised
Makeiteasiertobuymore customercommunicationis
However,itisimportantto
notethatthenewsolutionsdo a71
(timelycampaigns). alsoseenasacrucialareaof
Introducenewproductsand collaborationinthefuture.
notdecreasetheneedfor servicestoclients(cross-selland Traditionalconfrontationin
creativityandinnovation,but
theycanbeusedtoquicklyand a71
increasebasketsize). retailer-manufacturer
Extendassortmentand relationshipsshouldturninto
efficientlymeasurewhatworks servicestonewareas(eg, collaborationforachievingjoint
andwhatdoesn’t. insurance,retailbanking,mobile shopperloyalty.
Retailingwillbecomea telecoms). Loyaltyprogramsarenot
systematicpilotingbusiness cheap:retailersrelyingonthem
wheresuccessfulproductsand shouldbenefitfromheavy
serviceswillbequickly top-linegrowthbyhelping
leveragedacrossthechain customerstobuyalittleextra
andcustomersegments. moreoftenandmoreeasily,and
Thesechangeswillpose thebestmanufacturerscanhelp
greatchallengestoanalysis retailerssucceedinthistask.
competencyintheretail
industry.Ourstudyshows
thatmanyofthekey
SamiFinne,retail&consumer
challengesinshopper
productssectorleader,
datausagerelate
CapgeminiConsulting
(Finland)andHannaSivonen,
seniorconsultant,Capgemini
Consulting(Finland),arethe
authorsof‘TheRetailValue
Chain’(publisher:KoganPage,
www.koganpage.com).
www.dmi-news.com May2009 23
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