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Loyalty card program for a global toy company

Company
The international toy company with more than 1,400 toy stores around the globe offers a wide selection of toys. The company’s high quality yet affordable products range from special items for infants and their mothers to stereo and PC products for kids ready to enter the multimedia world.

Objectives
The company needed a creative partner versed in CRM processes to quickly and efficiently setup and operate a stand-alone loyalty card program. Reliability and competitive pricing were also important criteria in their search for the right partner. The marketing requirements made service centre services and print and lettershop services a must. The customer also needed a partner with data and address management expertise as well as business intelligence capabilities to segment data sets and make the collected data understandable and utilizable.
CRM and Loyalty Solutions has provided services for the loyalty card program since 2001. The target group consists of families with children interested in the benefits of special offers and campaigns. Participants receive points for their purchases and are issued coupons and/or discounts once they have collected a given number of points.

Solution

  • Implementation and operation of loyalty card program and continuous development of CRM activities
  • Linking all processes through a integrative and stable IT system
  • Effective marketing and loyal customer retention through automated marketing systems
  • High data quality through business intelligence services, essential to long-term direct marketing success

Success
With more than one million active cardholders, the loyalty card program has proven itself both attractive and successful. The company worked with arvato for the first time in 2001, when it launched a loyalty card in Germany and Austria aimed at deepening long-term marketing efforts. On average, a cardholder generates 30 percent more revenue than a regular store customer. The high-quality service centre responds to customer queries quickly, while the effective complaint management system delivers short processing times as well. Coordinated lettershop services make sure program participants receive the right marketing at just the right time. The program is proof that CRM and Loyalty Solutions and its team of competent and highly qualified employees are the number one choice for sophisticated services.