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Customer card program for a leading home improvement and DIY market

Company
The company is one of the leading brands in the home improvement and DIY stores in Germany. Approximately 80 stores exist nationwide, which provide their customers everything they need to renovate, design or enlarge their homes or to work in the garden. The range of products is addressed to a wide target group, from award-conscious beginners up to quality-oriented professionals.

Task
The customer was looking for an experienced service provider who supports him reliably and competently regarding the relaunch of the existing customer card program. Within the new program the conception and implementation of a complex bonus and rebate system was sought, which enables a demand-orientated communication. For this plan a service centre and print and letter shop services were required. Furthermore the customer required a partner with extensive expertise in business intelligence and address management to use the gained data for target-specific analysis and campaign management.

In 2009 arvato CRM and Loyalty Solutions accompanied significantly the program’s relaunch and supports the customer successfully since then in the operation and development of its customer card program. The target group of this program is private customers who want to benefit from special conditions, such as exclusive offers, services and subsequent bonus credits. Business customers of the home improvement and DIY company will be offered with the customer card a direct rebate and an integrated payment function.

Solution

  • Individual software as Loyalty System
  • Various internal interfaces (e.g. request management, lettershop, campaign management)
  • External interfaces to sales and stock management system and the debtor management of the customer
  • Analytical CRM and campaign management for different customer segments
  • Program with a variety of services and bonuses

Success
Over 700,000 cardholders confirm the attractiveness and success of this program. In partnership with arvato a customer card program was established, which enables as an effective marketing tool a targeted and effective customer communication. Thus, the sales growth of the program participants is significantly above the market trend. The high quality of the service centre guarantees a rapid response to customer requests with short processing times. Through coordinated data analysis and lettershop services the program participants will be addressed at the right time with the appropriate marketing actions. The program demonstrates: CRM and Loyalty Solutions with its competent staff and the best integrated solutions is the best service provider for your customer card program.