THE RETAIL JOURNEY FOR MAXIMISING SALES Kathleen Peeters – Marketing Director, Bisnode [email protected]
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THE RETAIL JOURNEY
FOR MAXIMISING SALES
Kathleen Peeters – Marketing Director, Bisnode
Bisnode is your leading
Local & European Expert
for turning data into insights &
making smart business
decisions!
WHO ARE OUR CLIENTS?
FMCG
AUTOMOTIVE
MEDIA
CONSUMER ELECTRONICS,
LEISURE AND RETAIL
TELECOM
FUNDRAISING
BANK &INSURANCE
WHAT WE KNOW
HOW CAN YOU LEVERAGE DATA
TO MAXIMISE SALES IN RETAIL?
6
RETAIL JOURNEY
MAXIMISE
SALES
REVENUE
Data
integration &
single
customer view
ProfilingD
es
cri
pti
ve
P
red
icti
ve
Segmentation
POS
optimisation
Customisation
Coupons -
offers
Communication
UNDERSTAND ACT
RETAIL JOURNEY
receipts
tickets
e-commerce
logins
receipts
tickets
e-commerce
logins
MAXIMISE
SALES
REVENUEProfiling
De
sc
rip
tive
P
red
icti
ve
Segmentation
POS
optimisation
Customisation
Coupons -
offers
Communication
Data
integration &
single
customer view
Data integration and single customer view
UNDERSTAND ACT
receipts
tickets
e-commerce
logins
RETAIL JOURNEY
9
Receipt tickets -
Loyalty cards
Direct response
TV ads
Marketing call
center
Customer
made
magazines
Mobile phone inbound and
outbound – Wireless applications
Capture consumer
website behavior –
link with identified
visitors to single
customer view
E-mails
Social networks
Postal mailings
MAXIMISE
SALES
REVENUEProfiling
De
sc
rip
tive
P
red
icti
ve
Segmentation
POS
optimisation
Customisation
Coupons -
offers
Communication
UNDERSTAND ACT
Data
integration &
single
customer view
Profiling
receipts
tickets
e-commerce
logins
RETAIL JOURNEY
Customers
product A
Customers
product B≠
New
customers≠?
Existing
customers
Know your customers…
…to understand:
whether the customers you
attract are in line with your
target group
where you have
unexploited potential
MAXIMISE
SALES
REVENUEProfiling
De
sc
rip
tive
P
red
icti
ve
Segmentation
POS
optimisation
Customisation
Coupons -
offers
Communication
UNDERSTAND ACT
Data
integration &
single
customer view
Segmentation
receipts
tickets
e-commerce
logins
RETAIL JOURNEY
SEGMENTATION
RFM Value-based Behavioral
Increase customer lifetime
Maximise sales through
cross- & upselling
Attract new right customers Segment on how
your customers really use
your products or services
Better positioning of
your products and services
Adapted communication
CLIENT CASE
A travel bag manufacturer and retailer
• What are the profile differences between
our web shop-buyers and store buyers?
• Where do most valuable customers
purchase?
• Which collections are most preferred
by the customer?
Client questions
CLIENT CASE
A travel bag manufacturer and retailer
Profile analyses
and
cross-segmentation
Data
ExpertiseSingle
customer view
Referentials
CLIENT CASE
A travel bag manufacturer and retailer
Total Households
Sales
8%
22%
58%
46%
31%
0%
12%
22%
High
Medium
Low
Non-users
Customers # receipt
tickets
30%
29%
41%
0%
CLIENT CASE
A travel bag manufacturer and retailer
Stores crossed with value-based segmentation
CLIENT CASE
A travel bag manufacturer and retailer
High
Medium
Low
Ostende
Gent
Wijnegem
Hasselt
Lombardenvest
Antwerp
Grasmarkt
Brussels
Collections crossed
with value-based segmentation
Collections
All basic
All fashion
Leather
Nylon
High
91
127
169
90
Medium
105
86
52
118
Low
112
64
29
97
CLIENT CASE
A travel bag manufacturer and retailer
MAXIMISE
SALES
REVENUEProfiling
De
sc
rip
tive
P
red
icti
ve
Segmentation
POS
optimisation
Customisation
Coupons -
offers
Communication
UNDERSTAND ACT
Data
integration &
single
customer view
POS Optimisation
receipts
tickets
e-commerce
logins
RETAIL JOURNEY
POS optimisation
Numberof POS
Location
Size
Whichmarket ?
Increase
number of
customers
Increase
average
order value
Increase
salesIncrease
customer
lifetime
23
Some of our shops are really bad performers
in terms of sales compared to others, even if
we recruit new customers around them using
careful DM.
• Why is that so ?
• Are these shops located in the wrong place?
Client questions
CLIENT CASE
Damart
24
Analyses and
identification
Shop locations
ExistingDM Referentials
Customer
per shop
CLIENT CASE
Damart
25
Shop performance was highly correlated
with 2 important variables
Social class Distance to shop
CLIENT CASE
Damart
26
Social Class
WAL classe Soc ZC Gosselies ZC Charleroi ZC Both Wallonnie
5,08% A 111 179
4,33% B1 132 163
5,06% B2 110 168
18,14% C1 156 118
19,39% C2 136 102
29,18% C3 101 96
18,82% D 70 83
Best clients are in the higher classes.
Gosselies ≠ Charleroi => the social class balance
CLIENT CASE
Damart
27
Social class
Social class
• Clients & prospects in
Gosselies = not the correct
profile
• The real target group lives
further away
Kms to shop
classe Soc 3 6 12
A 10 61 218
B1 2 64 123
B2 41 59 103
C1 40 64 134
C2 55 57 132
C3 123 98 91
D 145 151 68
CLIENT CASE
Damart
Distance to shop
Shop performance was highly
correlated with 2 important variables
Social class Distance to shop
New location and DM strategy needed
+ 8% of sales after implementation of the new DM strategy
Shop relocation becomes a long term strategy
MAXIMISE
SALES
REVENUEProfiling
De
sc
rip
tive
P
red
icti
ve
Segmentation
POS
optimisation
Customisation
Coupons -
offers
Communication
UNDERSTAND ACT
Data
integration &
single
customer view
Customisation
receipts
tickets
e-commerce
logins
RETAIL JOURNEY
Improve your customer experience!
Mass communication
is not acceptable today!
Increased
Shopping
Frequency
Promotions/
complementary
offers
Identified
loyal clients
Right combination
product/
service - client
Identified
preferences
Superior
customer
dialogue
CLIENT CASE
Sportswear retailer
We send massive promotion
leaflets with one single message.
But it is a waste of time and money
because those leaflets are not read.
How to get the attention of our customers,
get the promotion effect, increase traffic
and boost sales?
Client questions
CLIENT CASE
Sportswear retailer
Receipttickets and
loyaltycards
Client history
Analytic DB
+
Bisnode profile data
Promos SKU level
Parallelmodels
processing
Business optimisation
Boostsales
CLIENT CASE
Sportswear retailer
HOW TO CHOOSE THE RIGHT MESSAGE
Traffic
builders
index
Affinity
index
Other business rulesChoose a combination
(client-product) based
on 2 indexes New products
Optimisation among
product categories
Margin on product
Communication
history
Seasonality
Current weather
CLIENT CASE
Sportswear retailer
Customise this sub-set of clothes
according to customers’ preferences
In total 46.588 distinct baskets
proposals were created.
2.244 cardholders would receive
1.244 cardholders would receive
1.534 cardholders would reciive
1.007 cardholders would receive
CLIENT CASE
Sportswear retailer
15 pages leaflet reducedto a single A3 page containing relevant
promotions only
Save 1 kg of paper
per client
per year
Increased
redemption
Reduced
communication costs
Results
39
CLIENT CASE
An international FMCG player
How to generate engagement
via editorial content and drive product trials
via intelligent offers?
Client question:
CLIENT CASE
An international FMCG player
41
E-mail personalisedcontent according
to previousprofile analysis
Qualification basedon category usage
Confirm usage
Build loyalty
Cross-sell
Info use for a new analysis
CLIENT CASE
An international FMCG player
CLIENT CASE
An international FMCG player
43
• Set of rules
• Exclusive personalised offers
• Via website or mobile app
• Based on past redemption
behavior
Consumer receivesrelevant offers
Encourage cross- and up-selling
44
RETAIL JOURNEY
Conclusion
MAXIMISE
SALES
REVENUEProfiling
De
sc
rip
tive
P
red
icti
ve
Segmentation
POS
optimisation
Customisation
Coupons -
offers
Communication
UNDERSTAND ACT
Data
integration &
single
customer view
receipts
tickets
e-commerce
logins
RETAIL JOURNEY
years passion
for data integration
& data science
Unique combination of
local & European
expertise
Combination
of extensive
B2B & B2C
data coverage
Optimal technology
connecting
Marketing & IT
Experts in
Privacy
Best-in-class
data quality
Strong
analytical drive
Cross channel
communication
Strategic partner
relationships
with our clients
35
BISNODE: DATA IS OUR DNA!
Contact us:
@kathleenonthego
www.bisnode.be
www.bisnode.com
Follow Bisnode on :
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