connecting the dots to build customer loyalty · social media –facebook ... connecting the dots...

15/09/2015 |1

Connecting the dots to build

customer loyalty

Dimitris Koronaios 15/9/2015

The story begins…

… in 1939 on the Voulis street

|2

1st

STOREINNO-

VATION

QUALITY

CUSTOMERSERVICE

LOYALCUSTOMERS

`

… and it goes on and on…

1950: 2nd store (Stadiou street)

1970: 1st Super Market in Greece in Psychiko

2nd

STORE1st

SM

QUALITY

CUSTOMERSERVICE

ASSORT-MENT

|3

CUSTOMER

EXPERIENCE

…until today!

More than 300 stores almost all over Greece

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So far… so good with one channel

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Connecting the dots is easy!

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What about more channels?

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Connecting the dots is quite difficult!

|8https://karinzastrow.wordpress.com/2013/07/29/connecting-the-dots/

Our Priority

|9

To provide the best possible customer

experience throughout the whole customer journey

Let’s start over

… in 2015

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STARTINNO-

VATION

?

?

LOYALCUSTOMERS

|11

To connect the dots…

To connect the dots…

you need to have dots to connect!

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You need to have assets!

First of all!

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First and foremost digital assets!

+Digital assets

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STARTINNO-

VATION

DIGITALASSETS

?

LOYALCUSTOMERS

AB assets

AB digital assets

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Web Site

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Web Site

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• 400k+ visits/month

• 1.4m page views/month

• 100k+ e-mails(35% avg. open rate, 7.5% avg. click rate)

Features: e-leaflet, promos, recipes, store locator, various info

Loyalty Portal

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Loyalty Portal

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• 30k+ loyalty accounts(* accounts linked with AB Plus card)

Features: link AB Plus card, issue new card, access history of purchases

eShop

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eShop

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• 9k+ products

• 700+ active promotions

• On going roll-out for Attica (will be completed in 10/2015)

Features: shopping lists, delivery slot, cash & debit card on delivery, backend integration (picking app)

Mobile app

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Mobile app

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• 125k downloads

• 10-12 push notifications per month

(24% average open rate)

Features: promos, recipes, store locator, various info, newsletter subscription

NEW VERSION Q4/2015

Info Kiosk

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Info Kiosk

• In 70 stores

• 55k+ engaged customers

Features: mobile coupons, promos, print/email recipes, various info

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Social Media – Facebook

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Social Media – Facebook

• 420k+ fans

• 1.6m+ monthly reach

• 524 brand posts (*)

• 305k+ likes, comments, shares (*)

• 753 requests for customer support (*)

(*) HY 2015 |27

Social Media – YouTube

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Social Media – YouTube

• 320+ videos

• ~950k views(450k views in 2015)

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In-Store free Wi-Fi

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In-Store free Wi-Fi

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• In 30 stores

• Micro location capabilities

• Analytics (New & Repeat visitors, Dwell time)

The benefit of having digital assets

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Customer insights

+Customer Insights

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STARTINNO-

VATION

DIGITALASSETS

CUSTOMERINSIGHTS

LOYALCUSTOMERS

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The next challenge…

eShop

Wi-Fi

Mobile App

SocialNews-letter

Info Kiosk

Web Site

CustomerBehavior

Integrate the assets!

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How?

How?

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AB Plus

1,3m+ households!

eShop

Wi-Fi

Mobile App

SocialNews-letter

Info Kiosk

Web Site

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AB Plus

CustomerBehavior

+Loyalty Scheme (AB Plus) Integration

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STARTINNO-

VATION

DIGITALASSETS

CUSTOMERINSIGHTS

LOYALCUSTOMERS

LOYALTYINTEGRATION

After Integration comes…

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+Big Data

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STARTINNO-

VATION

LOYALCUSTOMERS

DIGITALASSETS

CUSTOMERINSIGHTS

LOYALTYINTEGRATION

BIG DATA

From Data to Actions

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DATA ACTIONS

From Data to Actions

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DATA INSIGHTS ACTIONS

From Data to Actions

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DATA INSIGHTS ACTIONSANALYTICS

+Analytics

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INNO-VATION

LOYALCUSTOMERS

DIGITALASSETS

CUSTOMERINSIGHTS

LOYALTYINTEGRATION

BIG DATA

ANALYTICS

START

Dots connected!

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CUSTOMERJOURNEY

LOYAL

CUSTOMER

DIGITALASSETS

CUSTOMERINSIGHTS

LOYALTYINTEGRATION BIG DATA ANALYTICS

TAKEACTIONS

IMPROVEEXPERIENCE

HAPPYCUSTOMER

15/09/2015 | 46