It is not important how we label management of direct communication with customers - we can call it CRM, Direct Marketing or One to One. It is important that when the owner of a favourite restaurant invites me on Sunday for sirloin steak in cream sauce, I rarely refuse. The owner of this restaurant knows that I love my family and Sunday and sirloin steak in cream sauce altogether.
This is the direct marketing that works.
Unification of the data acquired from various distribution channels and information sources as well as creation of strategy and decision making based on detailed information are basic principles for designing a marketing campaign. A professionally created database contains responses to many questions, which need to be replied to during planning of marketing activities ? including target group, customer profile, action timing. The necessary condition of the exact selection is always the ownership of complex, reliable and well-organized data, as well as the knowledge and quality tools to work with it.
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.
