Customer Intelligence

Christel BeringsMarketing Manager at Aveve Retail

My favourite song: Jacques Brel

Sharing passion and knowledgeChristel Berings, AVEVE Retail

25th October 2012

AVEVE is as passionate about gardening, animals and home baking as you are.

That is why we want to assist you in word and deed. Feel free to call on our specialists for their expert advice. Our know-how and years of expertise are your guarantee

of success in everything you do.

“Profit & Pleasure”:

My AVEVE ConceptMy AVEVE card Emphasis on customer relations

Financial advantageService

Know-how and adviceAtmosphere

Advantage scheme = My AVEVE

Personalized loyalty scheme

Gathering knowledgeMy AVEVE card

Emphasis on customer relations Who is our customer?

Average visit rate

‘Garden’ purchases ‘Animal’ purchases

‘Home baking’ purchases

… Products

Via

LoyaltyPyramid

Who is our customer? Loyalty card Facts & Figures

Number of unique customers per year > 600.000 Number of cards issued so far = 1.038.302 (2007-2012)

A My AVEVE customer is a loyal customer

• Average shop visit rate > 100%

A My AVEVE customer is a good customer

• Average spend > 25%

• Cross-category purchases > 87%

• Annual turnover > 17%

My AVEVE Others

My AVEVE Others

My AVEVE Others

My AVEVE Others

Loyalty card Facts & Figures

Social media, website, newsletters• Extra opportunity to dialogue with the customer• Extra communication channel• More TOM and fulfils the promise to customer• Strengthens the customer relations

Being involved! Developing customer relations

Other channels

5.950 friends

2.078 followers6.288 tweets58.030 views

4 boards, 44 pins, 28 likes

Loyalty card Facts & FiguresSocial media, website, newsletters

Multichannel marketingThrough loyalty card objective, measurable dataThrough social media creating added value for the customer

Other channels

Information to and communication with

the customer&

Gathering information from the customer & communicating with

the customer

My AVEVE : what can we do with these data?

We know a lot about purchases: who, what, when, where, …

What can we do with this information?

* Segment-aimed actions:Promotions, mailings, newsletters aimed at the right target group with a strong offer Strong offer within the usual category strong offer in category the customer does not buy in yet.

* Range: fine-tuning to customer’s needs

My AVEVE : what can we do with these data?

* Survey through newsletters, website, …Questioning customers (NPS) on the basis of their latest shop visitQuestioning about new guides Questioning about internet behaviour

* Product tests via Facebook (bvb.kattentoilet,…)

* Contests via Facebook

My AVEVE

Facts & Figures

Developingcustomers relations

My AVEVE loyalty

card