The easiest communication for me with my surroundings is using SQL commands. They are easy, clear and also without vain ballast.
To input one SQL query takes its author five times more time than their programming preparation. People speak too much...
By using the analysis we can better understand market behaviour and identify its new trends. By statistic analysis we allow recognition of particular customer segments and create presumptions for corresponding reactions to the customers´ demands.
To prepare the analyses, we use our own CRM system, which allows easy preparation of analyses of the shopping basket, geographic analyses, RFM or other turnover analyses. All these outputs can be gained in the form of understandable graphs, whose appearance can be customized. Operating comfort is a good base for quality marketing decisions.
Schlecker, Europe's largest network of chemists, offers its clients in the Czech Republic membership of its Schlecker Club. Mothers with small children are offered membership of the...
Schlecker, Europe's largest network of chemists, offers its clients in the Czech Republic membership of its Schlecker Club. Mothers with small children are offered membership of the Schlecker Baby Club, which offers other special bonuses besides all benefits of the basic Schlecker Club. These special bonuses are focused just on this group of customers.This loyalty club has been working since 2004, when it was started by the chemist?s store Droxi, and currently it has more than 300,000 members.
The operation, dynamics, guiding and efficiency of so large loyalty clubs such as Schlecker Club and Schlecker Baby Club need to be permanently watched. For this reason a reporting system which includes all factors needed for the control of the aforementioned attributes has been developed.
The system works with inputs from two essential sources. These are members of the club (applications, phone, email contact, web) on one side and on the other side shops, which provide data regarding the shopping behaviour of members (frequency, structure and volume of shopping with the customer card) as well as shopping behaviours of other customers.
The reporting system generates basic parameters from these inputs, among which are the number of members of both clubs, their geographical allocation, numbers of particular types of customer cards (Schlecker card and Schlecker Baby card). It also generates a total as well as average number of purchases, their absolute and average value, and then superstructure parameters such as the structure of the shopping basket, reaction of customers to various marketing actions, contribution and efficiency of these actions, comparison of the shopping behaviour of the club members with the shopping behaviour of other customers and comparison of shops from the point of view of all aforementioned values.
The reporting system includes absolute and percentage values and, for better imagination, development of each parameter is shown graphically.
Update of the reporting system is on a daily basis.
The reporting system with all aforementioned parameters is a necessary condition for maintaining the efficiency and dynamic of the club, for its further meaningful development, for strategic planning of marketing actions, for its focus on particular customer groups and for observation of the activity of the club members. It is also necessary for planning and motivation of the sales staff - the necessary condition for smooth operation of the club and its better integration into the entire project.
