Kids club for a company of the system catering

Company
The internationally acting company is one of the largest firms in the sector of system catering.

Task
In Germany the company pursued the objectives to generate more traffic at the Point of Sale with a free kids club, to commit the regular customers and to win new customers with exclusive club offers. Furthermore the awareness of the menu-topics should be heightened. For this realisation the company needs a reliable service provider who assumes the management of the club and supports the implementation of the CRM strategy.

Since 1999 a successful cooperation exists between the system catering and arvato regarding the kids club. Every club member receives annually 3 to 5 personalised mailings with different topics and coupons, which can be redeemed in the restaurant. The mailings and coupons are branded with the respective local restaurant. Changing cooperation partner contribute to the financing of program costs. To extend the club concept, Arvato supported the company regarding the implementation of an online community with a newsletter service. Since 2009 arvato supervised the Communications Center of the customer as well.

Solution

Strategic Consulting
Development of a customized software solution
Database and Campaign Management
Monthly reporting and analysis of the responses, redemption rates and additional sales
Service Center Support (Members and restaurants)
Assumption of all print and lettershop services
Website and dispatch of the online newsletters
National Consumer Service across all channels (website, email, letter/fax, Social Media)

Success
Within the long-term customer relationship between the customer and arvato, the number of members could be expanded to over one million. The success of the concept is easily measurable through the collection of sales data. Increased penetration, increased frequency at the POS and generating additional sales through vouchers are responsible for the sustainable success of the kids clubs for our customer.