With a vision of being the customers’ first choice when it comes to quality and design products for cooking, servicing and decoration in the home, data and customer insights mean everything for being able to communicate relevant offers at the perfect time through the right channel to the members of the Cervera customer club.
When Cervera and InterMail began their cooperation in 2011, Cervera had started on a journey from being a traditional retail chain to becoming a modern integrated retailer. For the customers, it meant new brands and concepts, as well as an ambition to create the best customer club for kitchen equipment and cooking enthusiasts.
In concrete terms, Cervera wanted to be able to target and tailor their messages and offers to the individual customers based on transaction and behavioural data.
”We needed a solution in which we could see patterns in our customer database and identify twins to be able to focus our resources on the relations that have the potential to become good, profitable customer relations,” says Sven Johansson, CRM Manager at Cervera.
We needed a solution in which we could see patterns in our customer database and identify twins to be able to focus our resources on the relations that have the potential to become good, profitable customer relations
Sven Johansson, CRM Manager, Cervera
Loyalty program and one-to-one communication
Cervera manages and operates their loyalty program and customer club Cervera Club in partnership with InterMail. At Cervera, the RelationPlus solution, which uses Mobiento as standard for text messages, is also integrated with Biz Wizzard for e-mail and Cervera’s e-commerce solution. And Cervera now uses customer data proactively for their communication and marketing to members.
All campaign management and communication in the different channels – email, text message and physical distribution are managed this way. And Cervera thinks that the system is easy to use, and that it is smooth to schedule and operate trigger distributions which become increasingly more important to increase relevance for the customers, in terms of both content and timing, says Sven Johansson and continues:
”It is almost impossible to manage communication on the customer journey without a campaign management tool like the one we have in RelationPlus. Now we can go deeply into our customer data and target our automated efforts at one-to-one level based on behaviour and the customer’s stage in the customer life cycle – because it obviously requires different efforts depending on whether a customer is entirely new or about to leave. We have an overview of that now – and at the same time, we test everything on a continuous basis!”
InterMail and our RelationPlus solution give us the tools to have a personal and relevant dialogue with our members of the customer club.
Sven Johansson, CRM Manager, Cervera
Cervera Club today
Today, Cervera Club has almost 1,000,000 members who are offered glass warranty, cooking classes, knife sharpening service, club days with member discounts on much of the product range, newsletters and invitations to events, and all new members receive a welcome voucher of SEK 50 to use next time they shop.
”InterMail and our RelationPlus solution give us the tools to have a personal and relevant dialogue with our members of the customer club. If we show that we understand our customers’ needs and interests, what shops they visit most frequently and whether they prefer to receive offers by text message, e-mail or physical letter, then loyalty is strengthened, and that shows on the bottom line,” Sven Johansson concludes.
In 1987, the first Cervera shop opened in Arninge, north of Stockholm. Today, the Cervera chain consists of 68 physical shops from Luleå in northern Sweden to Malmö in south and webshop on www.cervera.se.
In addition to the Cervera shops, the group owns the department store shops NK Glas, Porslin & Kök in Stockholm and Gothenburg.
Cervera offers a wide range of selected quality products and design products for cooking, serving and decoration in an inspiring shop environment where service and knowledge add value for the customers. With about 500 employees who share a passion for the customers and the product range – of more than 7,000 products, the chain had a turnover of SEK 950 million in 2014.
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