The document discusses Kruidvat's cross-channel loyalty program. Kruidvat is a large health, beauty, and lifestyle retailer in Benelux with 980 stores. The loyalty program aims to increase customer loyalty and learn from customer interactions. It profiles customers into segments based on lifestyle personas and product categories. The program generates daily loyalty offers tailored to each customer's segment and sends them across channels like email, mobile, and stores. It also discusses tactics like customer profiling to build rich customer profiles and using a phased roadmap with quick wins to guide the digital and CRM strategy.

1. “WINNING
THE
HEARTS
AND
MINDS
OF
OUR
CUSTOMERS”
KRUIDVAT
CROSS
CHANNEL
LOYALTY
PROGRAM
Lars
enga
the lo
retail
While
surviv
all ho
this s
Lars Crama - 2organize
Nick Worth - Selligent

2. QUESTION:
“How
many
plasDc
cards
are
in
your
wallet?”

3. The
average
person
carries
around
17
plasDc
cards
in
their
wallets
or
purses.
(including credit and debit cards, store cards, library memberships, driving licenses, national insurance, organ donor and loyalty cards.
Source: http://newslite.tv/2012/09/17/we-all-have-bulging-wallets-bu.html)
FACT:

5. 25%
households
High
Customer
Engagement
High
Revenue
ContribuDon

6. 1. ABOUT
KRUIDVAT
2. THE
CROSS
CHANNEL
LOYALTY
PROGRAM
3. FRAMEWORK
FOR
SUCCESS
4. KEY
TAKEAWAYS

7. 1. ABOUT
KRUIDVAT
2. THE
CROSS
CHANNEL
LOYALTY
PROGRAM
3. FRAMEWORK
FOR
SUCCESS
4. KEY
TAKEAWAYS

8. PART
OF
A.S.
WATSON
! The
world's
largest
health,
beauty
&
lifestyle
retailer
• Over
10,000
stores
opera.ng
20
retail
brands
in
33
markets
worldwide
! Europe’s
largest
luxury
perfumeries
&
cosmeDcs
retailer
• Over
1,600
stores
in
16
markets,
opera.ng
under
mul.ple
retail
brands

9. KRUIDVAT
BENELUX
! 980
Stores
! 12.000
Employees
! Media
expenditure
• Over
70
Million
Euro
! Loyalty
Program
• Start
2011
in
The
Netherlands

10. #1
-­‐
INCREASE
CUSTOMER
LOYALTY
#2
-­‐
LEARN
FROM
CUSTOMER
INTERACTIONS

11. 1. ABOUT
KRUIDVAT
2. THE
CROSS
CHANNEL
LOYALTY
PROGRAM
3. FRAMEWORK
FOR
SUCCESS
4. KEY
TAKE-­‐AWAYS

12. KRUIDVAT
LOYALTY
PROGRAM
WATCH THE VIDEO HERE:
http://www.selligent-awards.com/2012/nominee/kruidvat

13.
TARGET
GROUP
90%
Women
Housewives
Above
20
Years
Divided
in
4
Personas
(Lifestyles)
CUSTOMER
SEGMENTATION
Mariska
Young
Mother
Saskia
Starter
Claire
Older
Mother
Corrie
Grandmother

14.
PRODUCT
CATEGORIES
Divided
in
4
Categories
PRODUCT
CATEGORIES
Beauty
Health
Baby
Men

15. CROSS-­‐CHANNEL
SEGMENTATION
Generic
Offers
Loyalty
Offers

16. GENERATING
LOYALTY
OFFERS
Loyalty
Segments
+200
sub-­‐segments
Loyalty
Offers
Generated
Daily
Product
Push
by
procurement
and/or
supplier(s)
Customer
Behaviour
Clicks
-­‐
Buying
3
4
5
7
6
2
1

17. Campaign
Layer
CROSS-­‐CHANNEL
CAPABILITIES
eStore
Website
Stores
Mobile
App
eMail
Welcome
email
Data
Layer
Loyalty
Program
-­‐
Customer
Life
Cycle
Management
-­‐
Event
Driven
Marke.ng
Sales
Sales
Interac.ons
Transac.ons
Segmenta.ons
Registra.ons
Registra.ons
Ac.va.ons
Ac.va.ons
Offers
Daily/weekly
AcKvaKon
-­‐
24hrs
Valid
-­‐
1
week
Offers
Daily/weekly
Offers
Daily/weekly
Loyalty
Card
Customers
Birthday
email
Baby
Mamma
email
1
4
3
2
6
5

18. CROSS-­‐CHANNEL
CAPABILITIES
Campaign
Layer
eStore
Website
Stores
Mobile
App
eMail
Welcome
email
Data
Layer
Loyalty
Program
-­‐
Customer
Life
Cycle
Management
-­‐
Event
Driven
Marke.ng
Sales
Sales
Interac.ons
Transac.ons
Segmenta.ons
Registra.ons
Registra.ons
Ac.va.ons
Ac.va.ons
Offers
Daily/weekly
AcKvaKon
-­‐
24hrs
Valid
-­‐
1
week
Offers
Daily/weekly
Offers
Daily/weekly
Loyalty
Card
Customers
Birthday
email
Baby
Mamma
email

19. Jury
Awa
rd
Market
ers
Voice
Award

20. 1. ABOUT
KRUIDVAT
2. THE
CROSS
CHANNEL
LOYALTY
PROGRAM
3. FRAMEWORK
FOR
SUCCES
4. KEY
TAKE-­‐AWAYS

21. TACTIC
#1:
CUSTOMER
PROFILING

22. CUSTOMER
PROFILING
SCORECARD
Explicit
Profile
Implicit
Profile
Response
Profile
Session
Profile
Journey
Profile
Customer
Metadata
Now
Later
Endstate
1
2
3
4
5
Customer
maintained
profile:
name,
address,
email,
seTngs,
favourites,
configura.ons,
preferences,
product
ra.ngs,
reviews,
Q&A,
UGC,
Social
Media
Content
Supplier
maintained
behavioural
profile:
online
transac.ons,
offline
transac.ons,
product
use,
service
use,
interac.ons,
socio-­‐demographic
data,
psychographic
data
SDmulus-­‐reponse-­‐data
related
to
func.onali.es
and
campaigns.
Include
contact
history,
interac.on
pressure,
campaign
response,
s.mulus-­‐sensi.vity
Real-­‐Dme
behavioral
data:
referring
site,
loca.on,
campaign
exposure,
use
of
site
func.onali.es,
customer
intent
Longitudinal
cross
channel
behavioural
data:
mul.
stage
decision
process
iden.fica.on,
microconversions,
engagement
AnalyDcs
generated
customer
data:
recency/frequency/
value
profile,
LTV-­‐profile,
segmenta.on,
engagement
scoring,
aTtudinal
scoring,
sen.ment
scoring
(example Scorecard, NOT Kruidvat)

23. TACTIC
#2:
ROADMAP
WITH
QUICK
WINS

24. DIGITAL
&
CRM
STRATEGY
ROADMAP
2012
2013
2014
Phase
1
Phase
2
Phase
3
Phase
4
Phase
5
Vision
&
Strategy
Basics
Quick
Wins
Customer
Value
Life
Time
Value
Customer
Journey
Customer
Contact
Strategy
Program
Prospect
Welcome
Order
Follow
Up
Churn
/
Reten.on
EDM:
abandoned
cart
EDM:
customer
journey
Win
back
EDM:
behavioral
events
Campaigns
Bulk
communica.on
Simple
segmenta.on
Segmenta.on
Mul.
channel
Personalized
Real
.me
Interac.ve
Insights
Reports
Hi-­‐prio
KPI’s
All
KPI’s
Dashboards
Balanced
Scorecard
Analysis
RFM
Basic
Segmenta.on
Advanced
Segmenta.on
LTV
Behavioral
segmenta.on
Value
drivers
Loyalty
drivers
Share
of
Wallet
Life
style
segmenta.on
Engagement
scoring
ROMI
analysis
MarkeDng
Performance
Improvement
Monitor
basic
KPI’s
Set
up
test-­‐
and
control
groups
Simple
A/B
tes.ng
Advanced
A/B
tes.ng
Mul.variate
tes.ng
campaigns
Advanced
A/B
tes.ng
programs
Mul.variate
tes.ng
programs
ROMI
op.miza.on
Customer
Data
IntegraDon
Registra.ons
Transac.ons
Customer
Profiles
Contact
history
Demandware
Survey
data
Campaign
feedback
data
Integrate
business
units
Web
data
Social
media
data
Compe.tor
data
External
environment
data
(example
Roadmap,
NOT
Kruidvat)
Delivering
business
results
in
each
phase

25. TACTIC
#3:
MONTHLY
IMPROVEMENT
CYCLE

26. 1.
Set
Goals
2.
Set
KPI’s
3.
Plan
4.
Prepare
5.
Contact
6.
Follow
up
7.
Monitor
8.
Op.mize
9.
Report
10.
Analyze
11.
Discuss
12.
Improve
+400%

27. 1. ABOUT
KRUIDVAT
2. THE
CROSS
CHANNEL
LOYALTY
PROGRAM
3. FRAMEWORK
FOR
SUCCESS
4. KEY
TAKE-­‐AWAYS

28. WHAT
WE’VE
LEARNED
1. Find
out
what
drives
customer
value
to
determine
your
programs
success
criteria
2. Combine
transacDonal
and
behaviourial
data
to
allow
highly
relevant
and
personalized
interacDon
3. Enrich
customer
profiles
over
Dme
4. Design
a
roadmap
that
combines
vision
with
quick
results
5. Incorporate
conDnuous
improvement
cycles

29. YOUR
CHALLENGE?
Good
luck!
Good luck winning
your customers’
hearts and minds
Email:
lars.crama@2organize.com
Twiher:
@larscrama
Web:
www.2organize.com
Visit
Selligent
Booth
#47
www.selligent.com