we help you create stronger relationships with your …
TRANSCRIPT
WE HELP YOU CREATE STRONGER RELATIONSHIPS WITH YOUR CUSTOMERS
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Our philosophy .......................................................4
Our value chain .......................................................6
Our focus is on your customers ...............................10
Our services .........................................................12
The digital journey .................................................16
e-Boks .................................................................17
Our relations and dialogue agency .............................18
From gut feelings to data-driven marketing ..............20
The strongest currency in the world: Loyalty .............22
Did you know .......................................................24
Benchmark Loyalty Scandinavia ..............................26
Our customers ......................................................30
CASES
BAUHAUS ...........................................................32
Thomas Cook Airlines ............................................34
SOS Children’s Villages ..........................................38
Filmstaden ...........................................................40
Nordic Choice Hotels .............................................42
Cervera ................................................................46
The telecom company, 3 ........................................50
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4 OUR PHILOSOPHY
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InterMail is a full-service communication firm working
with digital and paper-based market communication.
We have more than 40 years’ experience of data-driven
relationship marketing. We handle analysis, strategy and
concept, loyalty solutions, marketing automation, output
management, and the production of individualised cam-
paign materials, packing and distribution – from the
concept phase until the moment when the final product
arrives in the customer’s physical or digital mailbox.
Together with the relations and dialogue agency, IM
Loyal, we create cohesion in your communication and our
ambition is to be the best at utilising data and combining
analyses, strategy, tactics and creative concepts, while
providing advice on choice of media and channels.
We use data to map the customer journey in order to
communicate the right message to the right target group
at the right time in the channel selected by the custom-
er. This is how we make market communication personal
and relevant.
As a customer, you can jump on board wherever it suits
you. Our goal is to ensure that you always get a quality
product, wherever in the process you happen to be.
Communication requires better
synergy between the digital and
the paper-based worlds. We see
a huge potential in combining
print media with data about the
customers. This is actually our
entire DNA.
OUR PHILOSOPHY 5
With competencies in the areas of analysis, data collection, strategy and
creative concepts, as well as professional execution of complex physical and
digital messages, InterMail is ready to conquer the European market.
With InterMail’s value chain we support the needs of our customers – from strategy and concept development to execution – whether physically or digitally.
Many companies run into major challenges when integrating and analysing the data they have collected. The amount of available information companies have about their custom-ers, their purchasing patterns and preferences is increasing at a rapid pace. Many companies have begun to collect data about their customers, but very few know how to handle this data an to use them in their business development.
Strategy and analysisWe often find that creating a qualified basis for genuine customer dialogue requires some level of analytical work, so we map out the need, conduct analyses, make conclusions and prioritise, all of which contributes to an enrichment of your customer dialogue.
Concept developmentWe work analytically on data, customer insights and strategy and devise creative concepts which support the customer journey and your customers’ touchpoints.
Output managementWe help you map the customer journey and build your marketing automation solution, so you achieve effective and future-proof market communication. We can build both single campaigns and highly specialised flows. Via our output management systems, we make sure that, in the final analysis, your communication reaches customers in all relevant channels – both offline and online.
EvaluationROI calculations and customer value have become crucial criteria when it comes to our customers making decisions about how to make use of their marketing budgets. We constantly evaluate our efforts and measure the effect and, in consultation with our customers, we see to any necessary adjustments.
OUR VALUE CHAIN
OUTPUT MANAGEMENT
Offline: Printing, enveloping, plastic film wrapping,
distribution
Online: Marketing automation,
CRM systems, e-Boks/Kivra
STRATEGY AND ANALYSIS
Preliminary analysis, data collection, dimensioning,
strategy
EVALUATION
Clarification of effort, measuring of effect,
adjustment and evaluation
CONCEPT DEVELOPMENT
Creative strategy, design & DTP, segmentation, media advice
6 OUR VALUE CHAIN
Our customers have the option of choosing us as their supplier of one or more elements in the
value chain.
OUR VALUE CHAIN 7
At InterMail, we view diversity as an invaluable asset. When different
people with versatile competencies work together, we gain more
perspectives on the tasks and thereby more opportunities to come up
with the optimal solutions and the best ideas.
“ONLY WITH HAPPY AND SKILLED EMPLOYEES WE CAN DEAL WITH THE CHALLENGES OF THE FUTURE”ANDERS ERTMANN, CEO, INTERMAIL A/S
8 OUR VALUE CHAIN
OUR VALUE CHAIN 9
Data has become the new currency, and it is both traded and swapped in order to optimise businesses and generate additional sales. However, data is worthless if you have not decided in advance what you want to use the data for and the insights you want to gain. Because, even though data and the right analyses form the basis for customised and targeted communication in the right channels, relevant messages do not create themselves.
At InterMail we use data to map the customer journey in order to communicate the right message to the right target group at the right time in the channel selected by your
customer. However, our many years of experience in creating relevant content does not mean that we look blindly at data. We understand that the recipients of your communication are human.
On the basis of you and your company, we conduct analyses, acquire knowledge about your target group, market and competitors in order to customise your communication and create relevance. We know that this creates a strong and loyal relationship between you and your customers.
OUR FOCUS IS ON YOUR CUSTOMERS
10 OUR FOCUS IS ON YOUR CUSTOMERS
SMS
customer club
social media
secure pdf
paper-based ERP communication
track & trace
archive
campaignmanagement
web
CRMERP
webshop
customerservice
checkoutterminals
app
geo-location
secure
packaging
We collect data on your customers from all channels and disseminate your communication
to customers via all channels as well.
OUR FOCUS IS ON YOUR CUSTOMERS 11
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12 OUR SERVICES
concepts for campaigns, or we can assist in the design of a new visual identity.
Segmentation, selection of market segment and media procurementIt is our job to ensure that your company gains optimum attention. On the basis of data and knowledge about you and your customers, we offer advice on segmentation, selection of market segments and media procurement. We like to execute on the platforms which are relevant to you and the customer journey.
LOYALTY SYSTEMS
The more you know about your customers, the better you can communicate with them Our loyalty programmes will provide you with an overall view of your customer database and help you target your efforts towards your most attractive customers and leads. In addition to segmenting and analysing your database, you can perform activities that extend and strengthen your relationship, which will provide you with more loyal customers.
RELATIONS AND DIALOGUE AGENCY
At our agency, IM Loyal, the buzzword is data-driven communication. We combine analyses, strategy, tactics and creative concepts and also provide advice on choice of media and channels. Everything is always based on making your communication a success, so as to create value for both you and your customers.
Strategy, analysis and dimensioningThrough strategic, tactical advice, we can create a valuable relationship with your customers together. To ensure that you achieve credible customer dialogue, we operate with a number of tools and analyses to guarantee that your orga-nisation is well equipped for the development.
Creative concepts, finished artwork and textWe know how important the visual and communicative expression is for a value-creating customer dialogue. Therefore, in order to support your customer journey and the customers’ touchpoints we customise the communication for all channels and create targeted campaigns in all types of media. You can leave it up to us to devise the creative
OFFLINE / ONLINEOUTPUT
OFFLINE / ONLINEOUTPUT
LOYALTY SYSTEMS / MARKETING
AUTOMATION
RELATIONS AND DIALOGUE AGENCY
ADMINISTRATIVE COMMUNICATION FULFILMENT
We work with some of the largest and most groundbreaking DM, relationship
and loyalty programmes in the Nordic region, and each year we communicate
with more than 100 million consumers across various communication
channels. We have a huge range of business areas, enabling us to help you
with whatever you need. We specialise in providing individual, customised
solutions, so you can choose to have us help you in certain parts of your
organi sation or use us as a total provider across your value chain.
OUR SERVICES 13
Our loyalty programmes help you exploit the full potential inherent in your customers. You can identify the customers in your customer club who are most profitable and docu-ment the return on every penny you invest in marketing activities.
IM SmartDataUsing IM SmartData, an intelligent way of enriching data, and on the basis of very little, we can enrich the profile we have of a person. This same is true whether the person is ‘known’ (for example, via your customer club) or ‘unknown’ (a new visitor on your site or webshop). IM SmartData can show a person’s ‘fingerprint’, which means that the rele-vance in the communication vis-à-vis that person can be more targeted, personal and relevant.
IM RewardWe handle transactions in excess of DKK 10 billion every year, and we take care of the bonus payouts automatically. Regardless of whether it is accumulation of bonus points or deduction of bonuses directly in connection with purchases.
MARKETING AUTOMATION
An extension of the marketing departmentWe help you map the customer journey and build your marketing automation solution in IM Campaign, so you achieve effective and future-proof market communication. We can build both single campaigns and highly specialised, behaviour-based flows. By deploying our output manage-ment systems, we ensure that, in the final analysis, your communication reached the right market segment at the right time, on the right platform and with the right content.
The relevance must be normative, whether you are communicating something functional (try our new app), structural (here you will find our outlets), financial (save, save, save!) or emotional (happy birthday). Because if there is a lack of relevance, the message will not come across and the communication will not have the desired effect.
Marketing automation provides a complete toolbox for publishing marketing and, most importantly, measure the effect of the marketing activities.
ADMINISTRATIVE COMMUNICATION
Our document management and e-invoicing system, IM Connect, manages complete or partial outsourcing of the administrative and financial communication with your customers. Via the delivery channels you want, whether it be by letter, print, email, e-Boks or the like.
e-BoksWith the help of our efficient, easy-to-use e-Boks solutions you can achieve easier and more secure dialogue with your customers, ultimately enhancing your relationship and increasing customer satisfaction. We are the only distribu-tor in the entire Nordic region to provide e-Boks solutions
in the areas of secure distribution, secure digital dialogue, digital signatures and payment.
Track & TraceYou can always be sure that recipients get their documents, because the Track & Trace function ensures that a physical letter is automatically sent if, say, a document sent by email is registered as being ‘unopened’. ArchiveAll types of documents can be automatically archived in our online archive, whether they be invoices, order confir-mations or the like. That means that you or your customer service department can quickly and easily locate the docu-ments when you receive enquiries from your customers, which helps to reduce your customer service costs.
FULFILMENT
PrintingWhether you need your invoice papers, a brochure or a catalogue printed, our huge physical production facility can cater for your requirements. You can have them delivered anywhere in Europe and we can tackle any kind of task. Whether they are offset or digitally printed depends on the type of assignment and the quantities to be printed – and whether or not you have variable data. We will be happy to help you come up with the solution that best suits your need, brand and budget.
Packaging and envelopesThe packaging or envelope is the first contact a customer has with your physical communication. It is part of the customer’s total purchasing/user experience and can help you stand out from the crowd. We can supply the full palette of packaging and envelopes – everything from customised packaging to bubble envelopes, either with or without printing.
EnvelopingWe provide secure, effective enveloping services using the latest technology available, and we have machines that can work with most envelope formats. You also have the option of enclosing several types of attachments and shipments, thereby reducing your shipping costs.
Plastic film wrappingPlastic film wrapping is a great alternative to enveloping. From a postage cost and environmental point of view, plastic film wrapping can be a good alternative, since plastic film weighs less than an envelope and can be manufactured from CO2-neutral materials.
Manual packingSometimes you need your message to “stand out”, so you might choose an unconventional envelope format or enclose material which is not suitable for machine packaging. Not a problem. In that case, we will just pack your message manually. And we pack both quickly and securely.
14 OUR SERVICES
ANDERS ERTMANN, CEO, INTERMAIL A/S
“At InterMail we know that having deep insight into your customers’ individual needs and behaviour is
one of the most important ways of gaining stronger customer loyalty and generating more sales. And as technology advances, it becomes possible to develop
solutions that automate data-driven marketing. There are many who offer such a service, but, unlike
the big, standardised solutions, we specialise in providing solutions which match your needs exactly
– no more, no less.”
OUR SERVICES 15
ONLINE AND OFFLINE EXECUTION
STRATEGY & ANALYSIS
CONCEPT DEVELOPMENT
THE DIGITAL JOURNEYWhen everything comes togetherWe unite analyses, strategy, tactics and creative concepts and utilise data to map the customer journey, segment your recipients and personalise the content of your message. Regardless of whether you communicate online or offline. Or both.
Because, when it comes to communicating with the end user, it is not a question of either/or, but rather a question of combining the best of both worlds and taking full advantage of the strengths of the various channels. We have the experience and courage to advise you on what works, rather than just running on autopilot and only choosing the latest. In fact, that makes us a pretty unique business partner.
16 THE DIGITAL JOURNEY
THE DIGITAL JOURNEY
COMMUNICATE SECURELY AND EASILY WITH YOUR CUSTOMERS VIA E-BOKS
We are the sole distributor covering the entire Nordic region who can help
you and your customers achieve easier dialogue. Ultimately, this improves
customer satisfaction and loyalty. We provide you with an efficient, secure
and easy-to-use e-Boks solution, in which you can easily communicate with
your customers, without having to think about postal expenses, impact on
the environment, GDPR or data security.
Secure, targeted distributionSecure distribution is a cost-effective and time-efficient digital channel for sending digital post, which guarantees you reliable, highly efficient customer communication consolidated at a single site. It provides your customers with an easy overview and access to your important messages.
Secure digital dialogueIn addition to distributing your digital post, Secure digital dialogue enables your customers to respond to your enquiries and contact you directly in e-Boks. Unlike dialogue in email, Secure digital dialogue provides you with confidential, secure customer correspondence, in which you need not worry about the use of social security (CPR) numbers and other personally sensitive data.
Digital signaturesManaging digital signatures in e-Boks means cutting down substantially on administrative resources for dealing with the likes of contracts, supplier agreements, employment contracts, etc. You will significantly reduce casework time, making it easier for both you and your customers to keep track of your agreements.
PaymentThe e-Boks payment solution enables you and your customers to pay bills and invoices directly in e-Boks. Your customers can sign up for automatic payment, which provides you with greater payment security, because more bills get paid on time. With the additional purchase of a notification service, you can remind customers of upcoming payments. This means savings on phone support and reminder processing, resulting in improved liquidity and cash flow.
PortalInterMail offers a web portal solution, which makes it easy for the sender to send and make use of the secure e-Boks GDPR universe.
E-BOKS 17
OUR RELATIONS AND DIALOGUE AGENCYIM Loyal is InterMail’s relations and dialogue agency, specialising in data-
driven communication. For us, the most important issue is for your
communication to be successful. We combine analyses, strategy, tactics and
creative concepts and also provide advice on choice of media and channels.
Quite simply, we offer everything you should expect from a dialogue agency.
We specialise in utilising data to map the customer journey, using a combination of technology and creativity to generate efficient customer dialogue. The size and scale of the task does not matter to us, but it is more a question of how we can, collectively, come up with the right solution that will give you valuable, long-term customer relationships.
Strategy, analysis and dimensioningIn order to realise your wishes (creating a valuable and strong relationship with your customers) it is vital to us that you and your customers be well prepared for the journey. We systematise knowledge, insights, skills and resources in a strategy that provides direction, efficient prioritisation and, most importantly, a roadmap for imple-mentation – one step at a time – to ensure that both your organisation and the customers are included on the journey.
No documentation of effect means, no budgets. We ensure that the basis for decision on all loyalty measures and the expected effects are documented in business cases, based on expert input and our many years of experience.
Creative concepts, finished artwork and textIn order to support your customer journey and the customers’ touchpoints we customise the communication for all channels and create targeted campaigns in all media. We work analytically on data, customer insights and strategy to create the relevant, loyalty-creating and comprehensible dialogue.
Your visual expression is vital for recognition across chan-nels. Otherwise you will vanish in the crowd. Graphic design, branding, finished artwork and text – we tackle any size or scale of project and are happy to work on the basis of your existing profile or helping to design a new visual identity.
Segmentation, selection of market segment and media procurementWith the right knowledge and understanding of your customers and their behaviours, we can gain the appropriate insight and basis for establishing a strategy for your communication together. We can analyse and track users’ behaviour on your website or webshop. We provide advice on segmentation and media procurement and use relevant platforms for execution – all of which makes sure that your company will capture optimum attention.
DataWe map, analyse, draw conclusions about and prioritise the data that is relevant to supporting your customer dialogue.
StrategyWe systematise knowledge, insights and resources in a strategy that provides direction, efficient prioritisa-tion and a roadmap for implementation.
Creative strategy, conceptWe translate data, insights and strategy into creative concepts and devise target-ed campaigns across all media.
Graphic designWe help with branding and creative design – or work on the basis of your existing design guidelines – starting with an excellent creative concept and the strategy.
Execution andmedia adviceWhich channels should you use and when should the respective channels be used? We execute your campaigns across media and channels, both physical-ly and digitally.
EvaluationWe follow up on your activi-ties and analyses, draw conclusions and share conclusions and recommen-dations with you, enabling you to measure and docu-ment the effect of your marketing investments.
18 OUR RELATIONS AND DIALOGUE AGENCY
OUR RELATIONS AND DIALOGUE AGENCY 19
The advantage of communication based on data,
rather than on gut feelings, is the fact that you gain
a more precise picture of your customer. A custom-
er club can help you with this. A well-run loyalty
programme can provide your customers with a
sense of exclusivity: “Here, it’s all about me and my
needs!” Children, parents, and grandparents shop in
the same shops, but they all have different needs.
This makes it necessary to communicate with your
customers on an individual level.
FROM GUT FEELINGS TO DATA-DRIVEN MARKETING
20 FROM GUT FEELINGS TO DATA-DRIVEN MARKETING
CHARLOTTE NOVELLA, AGENCY MANAGER,
INTERMAIL A/S
“In future communication it will all be about going back to basics – and to act like the
local shopkeepers of earlier times who knew their customers and their needs. It sounds
simple, but optimising an omnichannel user experience for thousands of customers is
a very demanding task, which requires the right tools and solutions.”
FROM GUT FEELINGS TO DATA-DRIVEN MARKETING
CHURN
ABANDONED BASKET
LOW CLICK RATE
LACK OF CONVERSIONS
LOW CUSTOMER SATISFACTION
LACK OF (CRM) RESOURCES
PAINS
EXTEND CUSTOMER LIFETIME
INCREASE PURCHASING FREQUENCY
INCREASE PURCHASING AMOUNTS
UPSELLING AND CROSS-SELLING
HIGH CUSTOMER SATISFACTION
INCREASED LOYALTY
INCREASED AUTOMATION
GAINS
FROM GUT FEELINGS TO DATA-DRIVEN MARKETING 21
THE STRONGEST CURRENCY IN THE WORLD:
LOYALTY
When loyalty has been created, you have both a valuable and
long-term customer relationship and a strong ambassador for
your brand. By taking good care of your existing customers, by
listening to them and communicating with them on their terms,
you increase the purchase frequency as well as loyalty.
Ultimately, customer loyalty is about business, and here, the
conclusion is clear: You can see the results on the bottom line.
22 THE STRONGEST CURRENCY IN THE WORLD: LOYALTY
THE STRONGEST CURRENCY IN THE WORLD:
LOYALTY
LET US SHOW YOU AN EXAMPLE
HERE YOU HAVE 2 CUSTOMERS
LOYAL CUSTOMERMember of your customer club
REGULAR CUSTOMER
Not a member of your customer club
WATCH WHAT HAPPENS WHEN A LOYAL CUSTOMER:
Number of purchases per year 4
Spend per visit DKK 500
Spend per year DKK 2,000
Duration 2 1/2 years
Total amount DKK 5,000
... AND WHAT IF YOU HAD 5,000 LOYAL CUSTOMERS?
Total amount DKK 25,000,000 Total amount DKK 45,000,000
Number of purchases per year 5
Spend per visit DKK 600
Spend per year DKK 3,000
Duration 3 years
Total amount DKK 9,000
A LOYAL CUSTOMER CAN THEREFORE SPEND UP TO
80% MORE
1 SHOPS ONCE MORE PER YEAR 2 SPENDS DKK 100
MORE PER PURCHASE 3 REMAINS A CUSTOMER FOR 6 MONTHS LONGER
THE STRONGEST CURRENCY IN THE WORLD: LOYALTY 23
45,5%
29,2%
10,2%
4,8% 4,4%
28,3%
OPENING RATE CLICKRATE
80/20
Sources: United States Postal Service, Bain & Company, ”Why Marketing should be Personal”, econsultancy.com
29%
66%
5%
... that personalisation in email marketing is very effective?
Personalised content
Name
Generic mail (control group)
... that approximately 80% of physical mail is opened by the recipient, as opposed to only approx. 20% of emails?
... that Danish companies in general have the potential for even greater personalisation ?
We don’t do it at all We do it on a basic level We personalise intensely
DID
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NO
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.
24 DID YOU KNOW ...
45%
STORE STORE
... that customers who are part of a loyalty programme spend up to 67% more, every time they shop?
...that the response rate is increased by 45% when combining email, mobile, and physical deliveries?
... that after 10 purchases, a loyal customer has recommended you to 7 potential customers?
... that loyal customers visit the shops they are members of 3 times as often as the average customer who is not a member?
DID YOU KNOW ... 25
26 BENCHMARK LOYALTY SCANDINAVIA
CHARLOTTE NOVELLA, AGENCY DIRECTOR,
INTERMAIL A/S
“We want to inspire our customers to optimise their customer
communications, so that they succeed in getting loyal and
profitable customers.”
BENCHMARK LOYALTY SCANDINAVIA 27
“Benchmark Loyalty is an annual conference for anyone working in,
or wanting to know more about the field of personalised communication,
loyalty and customer clubs. The conference is organised by InterMail in both Copenhagen and Stockholm, and in 2018 the focus was on ‘The Data-Driven Customer Journey of
Tomorrow’.”ANDERS ERTMANN, CEO, INTERMAIL A/S
28 OUR FOCUS IS ON YOUR CUSTOMER / INTERMAIL 201828 BENCHMARK LOYALTY SCANDINAVIA
JENS VANDBORG, LOYALTY DIRECTOR,
INTERMAIL A/S
“The opportunities for using personal customer
communication are endless when you combine customer
insights with data.”
OUR FOCUS IS ON YOUR CUSTOMER / INTERMAIL 2018 29BENCHMARK LOYALTY SCANDINAVIA 29
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BAUHAUS
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ANNA GUSTAFSSON, CRM MANAGER, BAUHAUS
“A really great comprehensive solution for BAUHAUS’ CRM work that allows me to focus on markets and campaigns.”
32 CASE: BAUHAUS
BAUHAUS“A simple and easy to manage loyalty system with
the best possible personal support. InterMail is like
an extension of my arm that helps me operate the
BAUHAUS customer club,” says Anna Gustafsson,
CRM Manager at BAUHAUS.
The challengeThe DIY chain BAUHAUS wants to provide the absolutely widest selection of products in the industry at low, competitive prices and to deliver effective customer service. The challenge has partly involved getting to know the customers even better in order to create relevant communication, and partly involved linking credit offers with advantages, discounts, and special deals. At the same time, the CRM department is run by just one person, making it a requirement that the comprehensive loyalty-creating solution should be both simple and easy to manage and have good access to support.
The solutionThe CRM tool RelationPlus from InterMail was implemented in 2015 in the existing BAUHAUS card. The BAUHAUS card is a credit card without fees in collaboration with Resurs Bank, and it offers bonuses and membership advantages to the customers. Members are recruited via the BAUHAUS card for the BAUHAUS bonus programme via stores and the homepage. This way, all customer data is gathered in RelationPlus. At the same time, RelationPlus is a campaign -driven CRM solution integrated with the various BAUHAUS communication channels.
The resultAnna Gustafsson, CRM Manager at BAUHAUS: “I’m very grateful for this loyalty solution, because I am running the tool on my own and with such a large customer database. BAUHAUS has gained much more knowledge about our customers and their behaviour, and this allows us to work smarter and adjust our marketing to greater effect. We are a large company, but I’m the only one working with CRM issues. I greatly appreciate that RelationPlus is a simple and easy comprehensive solution that I can manage on my own. But the best part is the personal assistance and the support I get from Helena, Magnus, and Per from InterMail. They are committed to our business. This commitment applies to support for development questions, analysing customer data as well as the daily tasks such as sending files for bonus releases. Helena from InterMail might just as well be an employee here at BAUHAUS.”
CASE: BAUHAUS 33
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THOMAS COOK AIRLINES
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34 CASE: THOMAS COOK AIRLINES
From traditional print and enveloping to marketing
automation – with a vision of becoming the best
choice for air travel with the industry’s most
satisfied customers, relevant offers and duty-free
sales play a significant role for the almost 23
million travellers that Thomas Cook Airlines flies to
their holidays and business trip destinations.
Thomas Cook Airlines’ challengeIn September 2015, when Thomas Cook Airlines decided to start a collaboration with InterMail, the challenge involved sending their duty-free catalogue out to customers across the entire Nordic region, the UK, and Germany. This included printing the accompanying letter, order sheet, and return envelope, as well as enveloping or foiling the catalogue itself. And, on top of that, optimising the postage costs.
Before the collaboration with InterMail, Thomas Cook Airlines ran the processes through an in-house developed IT solution, with limited options for using customer data – everyone received a one-size-fits-all standard letter.
At the same time, Thomas Cook Airlines wanted a more future-proof and scalable solution so that going forward they would be able to communicate on a more individual and personal level with the customers. Thomas Cook Airlines has large amounts of data stored on their customers, and they want to use transaction and behavioural data more proactively in the form of trigger-based and personalised communication, where offers are customised for the individual customers based on past behaviour and interests.
Our solutionInterMail receives all data on Thomas Cook Airlines’ customers on a daily basis,and via InterMail’s Output Management solution, data is sorted by address, and text and contents such as, for example, offers, can then automatically be put together and merged for the individual customer – who then receives a far more personal and relevant communication from Thomas Cook Airlines in connection with their upcoming journey.
Additionally, everything is printed, packed, and foiled and made ready for shipping. InterMail sorts by address, and together with Thomas Cook Airlines, they choose the right distributor. The collaboration is still in its early stages, so Thomas Cook Airlines does not have a full overview of precisely how much money they are saving on postage per year, but the potential is substantial!
CASE: THOMAS COOK AIRLINES 35
The futureGoing forward, Thomas Cook Airlines will become capable of accessing the system and working even more proactively and with more automation with their data and the knowledge about the travellers. Beyond this, it will also strengthen Thomas Cook Airlines’ position relative to advertisers both at the airport and at the destination, as they will also have the opportunity to reach the travellers with relevant offers before they arrive.
“In the future, we will be capable of increasing both sales, additional sales, and cross-sales for the customers before, during, and on the way home from their journeys. We know, for example, that if we send a fragrance sample with our catalogue, the sale will increase by 700% for that fragrance, and when it becomes possible for us to segment on a one-to-one basis, we can, for example, send sunscreen samples to families with children and tour descriptions to our senior travellers.”
About Thomas Cook AirlinesThomas Cook Airlines is part of the Thomas Cook Group Airlines and have around 100 modern passenger planes at their disposal, and this makes it one of the world’s leading providers of vacation travel. In the Nordic region, Thomas Cook Airlines works closely with Spies in Denmark, Ving in Sweden and Norway, and Tjäreborg in Finland. Thomas Cook Group currently employs approximately 28,000 people, including 1,000 in Thomas Cook Airlines Scandinavia.
“InterMail won the tender, as we could see that they were capable of both resolving the here-and-now tasks and at the same time helping us get started with marketing automation, allowing us to communicate in a more personal and differentiated manner with our customers.”HELLE KJÆR, MARKETING MANAGER, THOMAS COOK AIRLINES
36 CASE: THOMAS COOK AIRLINES
CASE: THOMAS COOK AIRLINES 37
CA
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SOS CHILDREN’S VILLAGES
JAKOB KJØLLER, CAMPAIGN MANAGER, SOS CHILDREN’S VILLAGES
“InterMail is efficient and has a flexible and constructive approach to our collaboration. This means that we can concentrate on our communication and campaigns – and feel confident in letting the professionals handle the packing, printing, and enveloping.”
PR
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38 CASE: SOS CHILDREN’S VILLAGES
SOS Children’s Villages is one of the world’s largest
private humanitarian organisations working with
children. For over 60 years, they have worked on giving
orphaned and vulnerable children a loving home and a
safe upbringing in a family environment. Today, SOS
Children’s Villages are present in over 130 countries
across the globe.
SOS Children’s Villages in Denmark is a member of the umbrella organisation SOS Children’s Villages International. The global federation coordinates the work and makes sure that the help coming in from the various contributors and countries is managed effectively, and that the work being done around the world keep the principles of SOS Children’s Villages.
The challenge for SOS Children’s VillagesSOS Children’s Villages is constantly focused on keeping costs down, and in 2014, only 6.4% was spent on administration. Administration is necessary to ensure that funds reach their destination and that ‘parents’ and other donors receive the information they require.
In order to help even more orphans and vulnerable children in the future, SOS Children’s Villages is continually carrying out new campaigns and initiatives that provide more money to the aid work. SOS Children’s Villages has the objective that for every time they invest DKK 1 in new campaigns, it must generate at least DKK 5 in new income. In 2015, one of the activities was the nationwide collection, which ended up bringing in DKK 5.6 million with the assistance of 4,300 volunteer collectors.
Our solutionInterMail helps SOS Children’s Villages with producing and packing the material for the nationwide collection. A “collection kit”, for example, consists of a personal info letter for the collector, a personal route outline, labels to put on their clothes, a collecting jar, an info folder, and a stack of folders that the collector can put in the mail box where no one is home on the collection day.
“InterMail is efficient and has a flexible and constructive approach to the collaboration. This means that we can concentrate on our communication and campaigns – and feel confident in letting the professionals handle the packing, printing, and enveloping,” says Jakob Kjøller, campaign manager at SOS Children’s Villages.
SOS CHILDREN’S VILLAGES
CASE: SOS CHILDREN’S VILLAGES 39
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40 CASE: FILMSTADEN
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Filmstaden’s challengesBefore Filmstaden implemented RelationPlus, the customer database of the members of the loyalty program, Bio Klubben, was spread over several systems. These data could therefore not be used actively in the communication, and we were unable of measuring the results of campaigns and follow up on ineffectiveness. Segmentation did not involve member’s interests and which films they were interested in, meaning that all club members received the same communication.
Our solutionBy using RelationPlus from InterMail, Filmstaden has acquired a loyalty solution that actively uses customer data for segmentation, which allows targeting of their mailings, so that members only receive the information and offers they are interested in.
This gives Filmstaden greater options for communicating with their members. They also use it internally to show the results that the customer club actually generates, and the marketing department is able to extract key figures – which they could not before. It allows Filmstaden to accurately measure the performance of individual campaigns.
”In my opinion we obtained these benefits right away. We quickly got started and the system is scaled, so we had the option to start on a smaller platform, which we have since built upon,” says Maria Rosén, Customer Loyalty Manager with Filmstaden.
”We have had several rounds of training, all depending on our needs,” says Matilda Herrgårdh Helzén, Cinema Club Coordinator with Filmstaden. “They respond promptly when we need support, and they are easy to work with. I am extremely satisfied,” says Matilda.
”Relation Plus has provided us with the tools to communicate personalized with our members and has also allowed us to measure the results of our priorities to create long-term customer relations. In other words: In our efforts to turn even more cinemagoers into devoted cinema lovers!” concludes Maria Rosén.
Filmstaden (former SF Bio) is part of Nordic Cinema Group, the
Nordic region’s largest cinema chain. It has 103 cinemas and a
total of 586 screening rooms in six countries - Sweden, Norway,
Finland, Estonia, Latvia, and Lithuania. Filmstaden operates 22
cinemas in Sweden with a seating capacity exceeding 32,000
distributed across 244 screening rooms. The newest cinema is
Filmstaden Scandinavia, and it provides a unique cinema experience
with, among other things, Sweden’s first IMAX cinema room.
“Relation Plus has provided us with the tools
to communicate personalized with our members...”
MARIA ROSÉN, CUSTOMER LOYALTY MANAGER,
FILMSTADEN
CASE: FILMSTADEN 41
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42 CASE: NORDIC CHOICE HOTELS
About Nordic Choice HotelsWith their 170 hotels in 5 countries, Nordic Choice Hotels aim to be the first choice for travelers in the Nordic and Baltic countries. They have wide coverage and market themselves for holiday travel, business travel and conferences under the concept Comfort Express, Comfort Hotel, Quality Hotel, Quality Resort, Clarion Hotel, Clarion Collection and Nordic Hotels & Resort.
It is the ambition of Nordic Choice Hotels to be a responsible company with a strong focus on CSR. The hotel chain will operate in a sustainable manner and work with the triple bottom line. This means having a balanced focus on profit, people and the environment. Nordic Choice Hotels has a total of almost 6.5 million overnight stays annually and the Nordic Choice Club has over 1 million members.
Nordic Choice Hotels knows that when the competition for customers is
fierce, it is an advantage to tie customers even closer through a customer
loyalty program. That is why Nordic Choice Hotels, together with InterMail,
is fully focused on optimizing the customer club, to ensure that members
are offered the best deals at the right time, while simultaneously earning
bonus points each time they book an overnight stay.
CASE: NORDIC CHOICE HOTELS 43
Nordic Choice Hotel’s challengesThe competition in the market for hotel stays is fierce, and it is difficult for hotels to differentiate themselves from each other. Customers are difficult to retain making it all the more important that visitors enjoy a good experience, not only in the hotel, but also when they wish to book their next stay. This put high demands on the loyalty program to ensure that members receive the right communication, while allowing them to keep track of the points they accumulate.
Our solutionNordic Choice Hotels knows that when the competition for customers is fierce, it is an advantage to tie customers even closer through a loyalty program. Good deals for club members keep the rebooking percentage high, and dividing customers into Blue, Silver, Gold and Platinum allows customers to quickly see the benefit of using the same hotel chain when travelling.
Since 2001, InterMail has provided Nordic Choice Club with an IT solution; i.e. RelationPlus. In addition to managing the IT part of the assignment, InterMail also manages the production of Direct Mails that are sent both electronically and physically to the hotel’s customers.
”InterMail is our partner in the operation and development of our loyalty system for the Nordic Choice Club. RelationPlus allows us to manage member’s bonus points, history and campaigns. The system also manages all interfaces with partners and other internal and external system suppliers and is our master database for all personal profiles for our websites choice.no and choice.se.
InterMail has been a partner of Nordic Choice Hotels for a long time and has extensive expertise in operating our membership program, both with and without bonus points.InterMail has managed to deliver in line with Nordic Choice’s strong growth in recent years,” says Nicolay Corneliussen, Program Manager for Nordic Choice Club.
44 CASE: NORDIC CHOICE HOTELS
“InterMail has managed to deliver in line with Nordic
Choice’s strong growth in recent
years.”NICOLAY CORNELIUSSEN,
PROGRAM MANAGER, NORDIC CHOICE CLUB
CASE: NORDIC CHOICE HOTELS 45
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quality and design products for cooking, servicing and decoration in
the home, data and customer insights mean everything for being
able to communicate relevant offers at the perfect time through
the right channel to the members of the Cervera customer club.
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46 CASE: CERVERA
Cervera’s challengeWhen Cervera and InterMail began their cooperation in 2011, Cervera had started on a journey from being a traditional retail chain to becoming a modern integrated retailer. For the customers, it meant new brands and concepts, as well as an ambition to create the best customer club for kitchen equipment and cooking enthusiasts.
In concrete terms, Cervera wanted to be able to target and tailor their messages and offers to the individual customers based on transaction and behavioural data.
”We needed a solution in which we could see patterns in our customer database and identify twins to be able to focus our resources on the relations that have the potential to become good, profitable customer relations,” says Sven Johansson, CRM Manager at Cervera.
SolutionCervera manages and operates their loyalty program and customer club Cervera Club in partnership with InterMail. At Cervera, the RelationPlus solution, which uses Mobiento as standard for text messages, is
CERVERA
SVEN JOHANSSON, CRM MANAGER, CERVERA
“If we show that we understand our customers’ needs and interests, what shops they visit most frequently and whether they prefer to receive offers by text message, e-mail or physical letter, then loyalty is strengthened and that shows on the bottom line."
CASE: CERVERA 47
also integrated with Biz Wizzard for e-mail and Cervera’s e-commerce solution. And Cervera now uses customer data proactively for their communication and marketing to members. All campaign management and communication in the different channels – e-mail, text message and physical distribution are managed this way. And Cervera thinks that the system is easy to use, and that it is smooth to schedule and operate trigger distributions which become increasingly more important to increase relevance for the customers, in terms of both content and timing, says Sven Johansson and continues:
”It is almost impossible to manage communication on the customer journey without a campaign management tool like the one we have in RelationPlus. Now we can go deeply into our customer data and target our automated efforts at one-to-one level based on behaviour and the customer’s stage in the customer life cycle – because it obviously requires different efforts depending on whether a customer is entirely new or about to leave. We have an overview of that now – and at the same time, we test everything on a continuous basis!”
Cervera Club today Today, Cervera Club has almost 1,000,000 members who are offered glass warranty, cooking classes, knife sharpening service, club days with member discounts on much of the product range, newsletters and invitations to events, and all new members receive a welcome voucher of SEK 50 to use next time they shop.
”InterMail and our RelationPlus solution give us the tools to have a personal and relevant dialogue with our members of the customer club. If we show that we understand our customers’ needs and interests, what shops they visit most frequently and whether they prefer to receive offers by text message, e-mail or physical letter, then loyalty is strengthened, and that shows on the bottom line,” Sven Johansson concludes.
About CerveraIn 1987, the first Cervera shop opened in Arninge, north of Stockholm. Today, the Cervera chain consists of 68 physical shops from Luleå in northern Sweden to Malmö in south and webshop on www.cervera.se.
In addition to the Cervera shops, the group owns the department store shops NK Glas, Porslin & Kök in Stockholm and Gothenburg.
Cervera offers a wide range of selected quality products and design products for cooking, serving and decoration in an inspiring shop environment where service and knowledge add value for the customers. With about 500 employees who share a passion for the customers and the product range – of more than 7,000 products, the chain had a turnover of SEK 950 million in 2014.
48 CASE: CERVERA
WE ARE PROUD OF OUR CERVERA CLUB,
WHICH WON THE CUSTOMER CLUB OF
THE YEAR AWARD FOR 2017 IN SWEDEN
CASE: CERVERA 49
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THE TELECOM COMPANY 3As the number of customers exceeded
200,000, 3 recognised the need to outsource
the logistic part of their administrative and
financial communication with the customers,
and today InterMail handles more than three
million direct mail pieces for 3
3's challenge3’s customers receive their communication by email or letter, and with 1.15 million customers, 3 faces a major logistical task every month sending invoices, order confirmations, SIM cards, etc. to the customers – on time.
”At 3, we needed a business partner that could help us optimise our business flow with regard to our transactions and the related communication with our large number of customers. We needed someone to handle the task of sending all our invoices and reminders – physical as well as electronic – to both private and corporate customers. With the solution from StroedeRalton, we reach all customers on time, and we can easily access the correspondence in our systems, which is obviously important for our employees in customer service and the shops,” says Jesper Larsen Wagner, VP for business development from 3.
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50 CASE: THE TELECOM COMPANY, 3
THE TELECOM COMPANY 3
"In 2007, we decided to outsource operations of our direct marketing distribution to InterMail as they
have both the expertise to advise us on document management and e-invoicing as well as the actual
solutions to handle the task.JESPER LARSEN WAGNER,
VP FOR BUSINESS DEVELOPMENT, HI3G
SolutionToday, InterMail handles all data and processes regarding 3’s administrative and financial communication with the customers in InterMail’s document management and e-invoicing system IM Connect:
”In 2007, we decided to outsource operations of our direct marketing distribution to InterMail as they have both the expertise to advise us on document management and e-invoicing as well as the actual solutions to handle the task. This means everything from data management to printing, enveloping and optimisation of the material to be distributed by means of bundling and sorting to our mail distributor. This makes the handling much more cost efficient.”
With IM Connect, which is a scalable, modular solution, the starting point is 3’s current procedures and data files, and via IM Connect, 3 generates and automatically sends out invoices, order confirmations, SIM cards, etc. to the customers through the selected communication channel, e.g. letter or e-mail.
Moreover, the IM Connect solution includes an online archive where 3’s customer service and customers via 3’s self-service can easily access invoices, order confirmations and get an overview of consumption and history – both the paper-based and the electronic:
”We are very pleased with our long-standing cooperation with InterMail, and we believe that also in future, InterMail will be able to help us optimise our communication in invoice distribution and overviews and not least support our wish for customising and personalising our communication with the customers,” Jesper Larsen Wagner from 3 concludes.
About the telecom company, 3 (Hi3G)In 2015, 3 had 1.15 million customers, 700 employees and a turnover of DKK 2.7 million. 3 in Denmark is part of 3 Group, which is represented in Italy, Austria, England, Ireland, Hong Kong, Indonesia, and Sweden. 3 is owned by the Chinese CK-Hutchinson (60%) and the Swedish Investor (40%).
CASE: THE TELECOM COMPANY, 3 51
WWW.INTERMAIL.COM • DENMARK • SWEDEN • NORWAY
TEL. +45 36 86 33 33 [email protected]
InterMail is a full-service communication firm for digital and paper-based marketing commu-
nication, providing physical and digital communication solutions for customers throughout the
Nordic region and many countries in Europe. Our customer portfolio includes Intersport,
Santander, Teleselskabet 3, Nordic Choice Hotels and Canal Digital. Every year we communi-
cate with more than 100 million consumers across print and digital communication channels.
We have more than 40 years’ experience of data-driven relationship marketing and handle
both analysis, strategy and concept, customer loyalty solutions, marketing automation, output
management, and the production of individualised campaign material – from the concept phase
until the final product that ends up in the customer’s physical or digital mailbox.
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