PRINT2012 - Een nieuwe dimensie in klantcommunicatie - Marc Kestemont, Symeta

1. Towards a new dimension
in customer communication
Mark Kestemont Easyfairs print 2012
Account Manager
Symeta 26 September

2. About Symeta:
+ Symeta is a print and document management company
+ We help companies to communicate more efficient with
their customers
– Relevant
– One-to-One
– Multichannel
– Sustainable
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3. Integrated approach: Print+Doc
The right message to
the right person through
the right channel at
the right time …
That’s what we’re all about
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4. Colruyt case: less is more

5. Colruyt Group
Together, we create sustainable added value
through value driven craftsmanship in retail
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6. Colruyt retail, our main account
18.000 m³ goods
every day
14.700 employees
218 shops
250.000 tickets
Every day
3 million extra
26 mailings / year cards
56 million leaflets
each year
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7. Earlier Reality ...
Every 2 weeks, 2.1 million
customers receive a Colruyt
envelope including a 32 pages
Other retail competitors,
leaflet with 250 coupons
other businesses, other
communication
channels…. +
=
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8. Challenge: Customers get 10,000 online and offline stimuli a day
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9. The Answer ....
Selectivity
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10. The commercial reality:
each product faces
For each product the Colruyt customer
population can be divided into :
1) “Core users”
+ 2) “Potentials”
+ 3) “Unlikelies”
+ 4) “Never evers”
Colruyt Population
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11. The Result …
32 pages 4 pages
+ At Home: “Selection for You”:
• Easy to prepare shopping list
• Efficient: less paper  gain of time
• Personalised offers are integrated
+ In the Store:
• Access to all the other
Extra-reductions in-store
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12. How in practice
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13. The Result ...
More HH use coupons (+ 2%)*
More coupons used per HH
More € spent per HH (+ 8%)*
Higher Loyalty !
* Proved by marketing polls
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14. The Result…
On top of the lowest price guarantee for each product at every moment,
Colruyt provides MORE:
– Efficiency:
• Concentrating useful promotions in smaller document  less time & effort to plan
• Make sure our customers obtain maximal benefit  especially over longer periods
– Sustainability:
• Greener promotions: 1.600.000 * 32 pages * 26 leaflets/Year = saved
– Servicability:
• Helping our customer choose & gain time by limiting the number of coupons
= Basics of Colruyt communication
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15. Other cases
+ transpromo
+ touroperators
+ fashion - retail
+ ...
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16. Mark Kestemont
Questions? Tel: +32 (0)475 26 03 11
mark.kestemont@symeta.com
Symeta nv
Beertsestraat 273
1500 Halle (Belgium)
T +32 (0)2 360 01 90
F +32 (0)2 360 03 35
www.symeta.com