Transcript the presentation

‘Selectie voor u’
Selected for you
The rol of Data Driven Direct Mail
Bart Van Lierde
Head of Marketing Colruyt
Fact
Each day a consumer
receives more than
> 10,000
stimili
2010: Colruyt customer’s reality
Fortnightly 2.1 million
clients receive couponsflyer
+
1 flyer: 250 promotions
Customers receive
through various channels
offers from other retailers
Fitting with the Colruyt Identity?
Serving our customers
 help customers to gain time ?
 ensure customers’ maximum benefit?
Sustainable
 numbers of pages printed and shipped?
Efficient
 cost versus return?
Colruyt Challenges
 becoming
more relevant
to our customers
 connecting
to our identity
The Colruyt Solution
‘Selectie voor u’
 customer’s limited attention
 better choice in spending customer’s attention and capture higher
returns
 the larger the message to be handled, the less likely the message:
to stand out, to get noticed and to be remembered
February 2010 - ‘Selectie voor u’
a
unique,
personalised
brochure
Every two weeks…
 1.6 million
unique brochures
 digitally inkjetprinted & mailed at
Consistent with Colruyt Identity?
Serving our customers
 more logical way of informing: less is more.
 fits the Colruyt customers’ profile: fast & efficient.
 customer can easily maximise his benefit and prepare grocery
shopping.
Sustainable
 less paper (660.000K pages/year), printing and shipping.
Efficient
 considerable increase ROI
Fortunately, we didn’t stop in 2010
Segmentated Inspirational Brochure
‘Selectie voor u’: anno 2016
Return
Increased




customer loyalty
voucher usage
expenses per household
ROI marketingbudget
Heading for the future
PAPER
IS
NOT
DEAD
The future
of
marketing
lies in the
individual
“One customer
well taken care of
could be more
valuable than
€ 10,000 worth
of advertising.”
Jim Rohn
[email protected]
‘Selectie voor u’
[email protected]
@ Symeta_Be