One of the leading do-it-yourself retail chains

Responsibilities

• Conceiving, developing and introducing a customer loyalty program

Customer

The company is the leading brand in the German and European do-it-yourself market. In Germany, the franchise company has more than 336 stores. It has 165 other locations outside Germany. Its goal over the next five years is to bolster its market leadership, an objective that is to be achieved largely through expansion in eastern European countries. The company is a complete provider of products and services for the garden, construction and the home. It is one of Germany’s most widely recognized brands.

arvato services has been working with the company since 2006, helping it introduce and operate a customer-card program and actively refine and expand this offering.

The target group is customers who can reach a minimum level of purchases. They can be private consumers, commercial customers or government agencies, institutions or clubs. Every year, the customer must meet a defined level of purchases in order to receive a rebate or a direct discount (kick-back).

The success factors behind the top-customer card program are the effective messages to and the loyalty of top customers. Thanks to simplification of the kick-back scales, it was possible to quickly refinance the system.

The creation of regular reports ensures that the program is transparent and that the success of the top-customer card program is measurable. Thanks to business intelligence, high data quality is ensured, enabling direct marketing to be successfully conducted over the long term.

As a full-service provider, arvato services offers fundamental support, including project, customer and data management, the service center, IT systems as well as printing and lettershop from a single source. This reduces complexity and ensures high system performance.

Central activities

• Developing and introducing a tailor-made database solution
• Setting up and operating a service center
• Assuming all print and lettershop services for customer communications
• Providing data and address management
• Handling reporting
• Taking care of automatic collection, archiving and digitalization