Challenges
For over 5 years, Consortia has been supporting this specialist in coffee distribution in its drive to improve customer knowledge, particularly through its operational marketing action plans and the strengthening of its CRM & PRM database.
In order to strengthen customer loyalty, the marketing teams were looking to take the control and management of marketing campaigns and understanding of customer behaviour a step further.
With several physical points of sale and international recognition in the coffee sector, improving customer knowledge is one of the key performance drivers.
Our main objective: To support the implementation of a Data Driven approach/strategy through the technical and business know-how of our experts.
Elias KORDAHI | Head of Department Data Business, Consortia
Combining business and technical skills
Our in-depth understanding of the issues specific to the retail sector and our expertise in the various database systems enabled us to provide answers to the marketing and sales teams, as well as to the client’s management.
We strengthened the teams’ expertise in customer knowledge and the analysis of marketing tools, and enabled the development of operational tools with an immediate impact on the performance of the marketing plan.
Steering performance measurement
… of marketing campaigns
- Creation of dashboards for monitoring key business indicators and marketing campaigns
- Setting up workshops on the performance of marketing campaigns for the teams concerned (marketing, supply chain, retail teams)
Managing commercial pressure
- Prioritisation and timing of communications according to customer type
- Churn rate management
Targeting customers
Implementation of targeting based on customer buying behaviour
- Ensuring proper execution of marketing campaigns
- Development of automated email sequences
- Continuous improvement with the definition of A/B tests on offer mechanics and communications
Development of tools
… to maximise the effectiveness of marketing campaigns
- Overhaul of customer segmentation based primarily on recency, frequency and value (RFM) criteria
- Creation of actionable indicators to optimise the customer buying journey
Strengthening expertise
… around customer awareness
- Customer lifecycle analysis: recruitment, retention, churn, reactivation
- Study of customer promotion behaviour
7
years of collaboration
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