OUR VISION

Data driven insight, insight driven execution!

Efficiency

OUR MISSION

TANI AT A GLANCE

13 years23+ Sectors65+ Brands

6.121+ Campaigns/year1.15 BN TL+ Inc.Revenue

29 Loyalty Programs

44 M+ Unique Consumers

32 M+ Cookies18.9 M+ Loyalty Cards

7.500+ Sales & Service Points200+ Integrated Data Channels

300.000 Transactions/day

AWARDS

DPİD 2014, Direct Marketing Awards

Winner of 2 Awardsin Database Marketing

DPİD 2013, Direct Marketing Awards

Winner of 3 Awards in Database Marketing

Informatica 2013 Innovation Awards

Data Qality Award Winner within 5.000 Companies

IBM Smarter Commerce Global Summit 2013

One Of The Best 4 PartnersOf IBM with “Axion”

Mixx Awards 2014, Turkey

Winner of BRONZin Data- Inspired Creative

Horizon Interactive Awards, 2014

Winner of 2 GOLDin Consumer Information and Responsive / Mobile Design for Paro Web Site

Best Long – Term Loyalty Program WINNERThe Loyalty Awards EMEA, 2015

Winner of 2 BRONZ in ‘Corporate Identity’ category for Paro.com.tr and Entegrated Campaign category2015 Communicator Awards

REFERENCES

Mobile

OMNICHANNEL

Store

Marketing Approach

Reaching Customer

Behavior & Shopping Tracking

Content EngineCampaign EnginePayment EngineData

Web

Tracking Through Network Effect

Campaign Management

Shopping Tracking

Tracking Through Network Effect

Cash Register Integration

mCommerce

mPayment

Shopping Tracking

Location Based Services

Facebook Mobile Pages

TRANSFORMATION OF MS. ZEHRA

Form InfoZehra Ceylan

Brand A

Age: 27 years-oldEducation: Religious HS and College GraduateMarital Status: SingleOccupation: Advertisement and PR

• Keen on reading literature, mythology and religious books

• Following politicians such as Mr. X, Y, Z.• Keen on watching romantic movies

• Fenerbahçe fan• Scorpio• IBM Lenovo ve iPhone 4 user• Possible TTNET subscriber

• Shops at X and Y brands as well• Spent 587 TL at Brand A • Average basket is 84 TL• Shopping frequency: 3 months• Shopping preference: Week days after

4pm.

Web Footprint

• Currently at Y Mall• At X Store and by the trousers• Went to Y Mall 2 times last month• Uses mobile app twice a week

Mobile Footprint

Know your customer in every perspective

• Shops at e-commerce sites• Spends on average X TL per month

• Shops frequently using mobile app• Spends X TL on average

?

Store Footprint

The brands she follows except Brand A:• Network (Clothing) • İpekyol (Clothing) • Aldo Shoes (Shoes)

• CixShoes (Shoes) • Esse (Home Appliances)

Data… Insight… Action… Experience and Efficiency

- Personalized & segmented campaigns

- Targeted one-to-one communication (Banner, SMS, Email,

Mail, Phone Call)

- Location based communications

- Segmented customer programs

- New product & service design

- Partnerships

- Who are my most valuable customers?

- Which customer segment has a potential to increase my revenue?

- Which customers decreased their spending and why?

- Which customers are getting married?

- Which customers like classical music?

- What type of a campaign reward attracts my customers?

- Which customers are at my shop right now?

- Does my product & service portfolio fit with my customers?

PRODUCTS & SERVICES

DATA MANAGEMENT and ANALYSIS SERVICES

Which services do you need? We are ready to step in at any technology expertise

DATA QUALITY and DEDUPLICATION

Developing innovative services and products we won Informatica 2013 Innovation Award

for Data Quality

Symbolic Datas

DATA QUALITY and DEDUPLICATION

Symbolic Datas

DATA QUALITY and DEDUPLICATION

Symbolic Datas

DATA ANALYSIS and REPORTING

Sales, customer, store, basket analysis…

The data are symbolic

DATA ANALYSIS and REPORTING

Sales, customer, store, basket analysis…

The data are symbolic

Level of Customer Value

Leve

l of C

usto

mer

Loy

alty

VALUE ADDED SERVICES: INSIGHT

Segmentation and Modeling

%1 Platinum

%9Star%15Old

Friends%25

Potential%50

Passersby

DATA ENRICHMENT

Segmentation and Modeling

Customer Segmentation

Customer Value

Sales Support Models

Others

Market Basket - Upsell & Cross Sell Sales Propensity

Target Audience Analysis

Customer Lifetime Value

(CLV)

RFM Models

Customer Churn Segment Migration

Analytical Solution Services

Tailored campaigns and value

propositions

Differentiate offers and enhance

customer experience management

Targeted customer acquisition

Reasons behind the customer churn and

changes in behavioral and value segments

1

2

3

4

Behavior & Life Style Segmentation

Current Customer Value (CCV)

CUSTOMER LOYALTY PROGRAMS

CUSTOMISED LOYALTY PROGRAMS

Specific program design and management for your brand

NETWORK LOYALTY PROGRAM

ParoEnrich your customer experience.With additional development services, capture the specialization in Paro World within over 18 million members.

CUSTOMISED LOYALTY PROGRAMS

- Loyalty program objective and strategies- Program design- Partner structure- KPI’s and metering needs

- Software development- Cash register and other channel integration- Partner relationship development and technological solutions- Web page, microsite, mobile application design and development

- Reporting needs development- Report designs- Report infrastructure and

development- Monitoring program KPI’s

- Technological and operational infrastructure management- Action planning- Operational production (card vs.)- Partner management

- Appropriate data management to personal data protection legislation- Deduplication and data quality management- Segmentations (Value /Behavior Based, Lifesytle etc.)- Customer Action Lists- Predictive Modelings (Customer Churn,

CLTV etc.)

- Campaign design and implementation of appropriate business goals- Creative and targeted campaigns - Campaign operations- E-mail, SMS, Mailing- Metering

TECHNOLOGY and INFRASTRUCTURE SERVICES

- Data Collection- Campaign Management- Management ofLoyalty Program Rules

Detail data of Customer focusedMarket Basket

- Data Storage- Deduplication- Data quality

- Deduplication- Tests- İnteractiveSMS campaigns- Interactive E-Mail campaigns- Shopping-based SMS

HOW WE SERVE?

Your Customer Relationship Managers and Customer Applications Executives are following all the process for you.

Expertise CentersData ManagementAnalytical ServicesOperational CRM TeamsCampaign DesignCampaign Management

New Generation Paro2014

Sensitive brands supporting their customers at every stage and special moments of their life

Extra benefits & pointsLoyalty Program

Paro has changed…

Freedom of Choice

We listen to our customers

Offer them value added products&services with brands sensitive to their needs.

&

Customer Mission

We focus on individual…

BrandsSensitive to their customers’ needs

ParoCoordinates standards and services

Brands support their customers

Special Life StageSpecial DaysTroubled MomentsShopping

Brands Support Their Customers in 4 main areas

Giant StepsGetting MarriedKid on BoardGraduation & First Job

Special DaysBirthdayValentine’s DayMother’s DayFather’s DayNew Year

Troubled Moments Shopping

Birth

Life Cycle

Pre-School

Middle&High School

University Work Marriage Having KidsGrand

ChildrenR.I.P

Marriage of Children Retirement

Life Stages

Repetitive Special Days

Other special days(Valentine’s day, Mother’s/Father’s day, New Year’s Eve etc.)

Wedding AnniversaryMovingJob switchingBirthdays

Proposal

Marriage Phase

Sub Stages

Engagement Setup new home Wedding Honeymoon

Pregnancy

Having Kid Phase

Sub Stages

Welcome Baby Kid

LovePeace

Enthusiasm

Ambivalence…

FearWorry

Loneliness

Ecosystem

Campaign Based

Partners

Main Partners

Content Providers

Coordinated by Paro

Paro Website (New!)

To help enrich the customer experience of the affiliate brands with innovative and technological marketing solutions

Brand Mission

PARO BRANDS20 Main Partners + 18 Campaign Based Partners + 4 Content Providers

Newjoy

Via:

• Portal• SMS

Register

PARO PROGRAM VALUES

Datas are as of end of 2014.

Cash register integrationStructure of the cell and card recognition

Loyalty Program data managementAppropriate data management to personal data protection legislationDeduplicationData Quality Measurement

Standard Reporting

Loyalty Membership StructureCard Production ManagementData Input

Access to Paro dataCampaign Operations ManagementStandard Campaign Reports

Consumers management interfaceSatisfying the demands and complaints of consumer and stores by Paro Call Center BackOffice management of requests and complaints

Developing additional loyalty program modules

Company-specific ReportsCompany-specific Ad-Hoc Reports

Additional Target Audiance AnalysisSegmentationOther Analytic Services

Customised Loyalty Program Design SupportDescription of Program Goals

Additional Revenue Analysis

APPROPRIATE PARO SERVICE PACKS FOR YOUR NEEDS

12 Campaigns in a year, Target Audience Analysis

CHOOSE THE MOST APPROPRIATE LOYALTY PROGRAM FOR YOU

Special developed infrastructure as well as general infrastructure

Completely brand-specific loyalty program

Rules and standards specific to brand

Segmentaion of the brands own customer and management of the data

Customer database special to brand

Access to brands own customers

Joint campaigns through brands agreements

Constantly evolving infrastructure and reporting requirements parallel to Paro program needs

Network loyalty program

Paro Program rules and standards for the membership structure and data sharing

Customer segmentation and access to different segments by clubs for different life cycles

Paro common customer database

Free access to the Tanı common database

Ecosystem wealth: Interactions with other brands in Paro world, new customer acquisition with cross campaigns

The privatization of sub-brand loyalty program with special additional development

Take part in Paro's website and e-mail communications

Paro Call Center services

AXION enables you to understand your customers betterand take personalised marketing actions in online world.

AXION

DigitalAnalytics

Data Analysis & Insight

Personalised Digital

Marketing

AXION enables you to perform intelligent personalised marketingactions through various smart solutions:

• Via IBM Coremetrics we analyse your website user behaviours with the metrics such as below & take actions according to your company goals.

• Visitors• New registrants• Cart abondoners• Bounce rates• Effectiveness of digital ads• Clusters of shoppers, etc.

DIGITAL ANALYTICS

We can track your customers on multiple channels such as your company website, mobile application, digital ads, as well as your offline retail channels.

DIGITAL ANALYTICS

PremiumSegment

Males

Families

Home Renovators

Car Owners

Targeted Banner

Targeted E-mail

Targeted SMS

We analyse and draw insights from the data we track and create segments basedon behavioural data for personalised marketing actions.

Company A Data

DATA ANALYSIS & INSIGHT

Company A

Data

Data

Data

Company B Company C Company D

Company E

We have created a network of multiple companies and track

30 M visitors .

DATA ANALYSIS & INSIGHTAXION NETWORK

Visit to any site in

Network

Cookie ID Control

Cookie ID (001)

Online Profile Usr Database

Online Profile

Anonymous user

Basic Online Profile

Advanced Online Profile

Online / Offline Profile

Visit to other sites under networkClick to online ads

Cookie ID

ControlProfile Update

A cookie with an enriched profile

The cookie enriched by real user data

Facebook and Mobile App visit

Cookie ID Control

Profil Update

Paro Network

Paro Database

Entegration

Online / OfflineProfile Enrichment

Paro Card Usage

Registration to Database

AXION Subscriber

Axion Web Sites & Ads

Ad Netork

DATA ANALYSIS & INSIGHTAXION NETWORK – Profile Enrichment

DATA ANALYSIS & INSIGHTAXION NETWORK – CURRENT BRANDS

COMPANIES IN PROGRESS OF INTEGRATION TO AXION NETWORK

AXION NETWORK

PERSONALISED DIGITAL MARKETING

Based on the data insights drawn and segments built (i.e. from the data from single site or multisite using the Axion network), we offer companies personalised digital marketing actions.

Targeted Banner

Targeted E-mail/SMS

Product Recommendation

Axion

Visitor visit the site and looks at the price list.

When this cookie visits Hurriyet.com, the related company’s ad with an attractive offer is shown to this customer as ‘retargeting’.

When the user clicks and comes back to your site, we can report these customers to you.

PERSONALISED DIGITAL MARKETINGTARGETED BANNER

The cookie is placed under the ‘customers with intention to buy’ segment

A special message is sent to Levent Çelik based on the actions done on the related site.

Levent Çelik

Axion

We match the cookie of this visitor with the registration data we have under the Axion network or under the company’s own database for e-mail or SMS

A cookie visits a web site

Automated personalised e-mails can be set-up using IBM’s Live Mail function in order to convert visitors into leads or leads into sales.

Our targeted e- mail open rates and

click rates have been 3 times higher than the mass emailings done.

PERSONALISED DIGITAL MARKETINGTARGETED E-MAIL/ SMS

PERSONALISED DIGITAL MARKETINGPRODUCT RECOMMENDATION

Our clients increase visitor engagement, conversions and retention by making real-time product recommendations that are behavior-based & relevant.

The recommendation algorithms and personalization components ofIBM Digital Analytics Product Recommendations are 100 percentautomated and continually learned from new crowd and individual datato optimize returns.

Sales generated from the Products Recommended is 13% of the total sales.

Average order value of baskets containing a recommended product has been %20 more.

Visitors who have viewed a recommended product spent %80 more time on the site.

IBM has rated our implementation close to ‘Excellent’ level.

PERSONALISED DIGITAL MARKETINGPRODUCT RECOMMENDATION

User Perspective Brand Perspective

- Fast and easy shopping experience- Collecting and redeeming points- Sharing content on social media and gaining benefits- Sending and earning gift coupons- Benefiting from personalised campaigns

- Independence from mobile agencies - Fast and easy campaign creation- Building a branded app without any need of coding- Managing the app via user-friendly CMS- Applying fast changes on the app- Low cost- e-commerce / m-commerce module

VALUE PROPOSITION

Platform Features

Mobile Shopping

Gamification- Engagement Bar Solutions

Loyalty Solutions

Beacon & Geofencing

Social Interactions and Benefits

Push Notifications

CMS Management

Module

Customer Acquisition

and Tracking

FEATURES

MOBİL APPLICATIONS

1. CUSTOM MOBİL APPS.

2. TANI MOBILE PLATFORM

Indoor Customer

Recognition with

BEACON

System Requirements

What can be done with Beacon?Communication with the customer who walked by the storeSpecific communication related to customer’s indoor location Omni-Channel CommunicationRecognition of the customer who entered the storeSpecial Analysis and ReportsHeatmap, RoutemapPersonalized Campaigns and Product RecommendationCross Campaigns

Mobile App. Smart Phone Bleutooth İnternet

What is Beacon?Beacon is a technology which enables us to determine indoor location with bluetooth signals and initiate location-based communication

v

v

In-store Customer Behavior Average time customer spends in the storeSections / products the customer spends time nearCustomers purchase info in-storeCustomer notifications analysis Heatmap, routemap

REPORTS AND ANALYSIS

Customer LoyaltyPercentage of customers who walked by the store and/or entered it Store visit frequency by customers

DATABASE MARKETING

Mobile4.6 M

E- mail1.2 M

DIRECT MARKETING EVENT MANAGEMENT

Reach your targeted consumers at the right time in the right channel with field activities.

CHANNEL SAMPLES

City Line Opet Stations İDO Seaports

Annual 51 Million Passengers

Annual 92 Million Vehicle Traffic

Annual 63 Million Passenger Traffic

HAPPY EVENTS

E- COMMERCE PLATFORM

E-commerce platform

Partnerships:• Directing customers to your brand, by positioning your company ‘s gift voucher

• Product sales channel partnerships

1tıkla2kazan.com

Loyalty Program for Koç Members

What do you desire?

Design your own loyalty program!

Choose your desired experience

Tchibo’dan %15 Chippin desteği

Tchibo’dan %15 Chippin desteği İDO’dan %15 Chippin desteği

Tchibo’dan yoga mat

Choose your desired experience

Chippin Components

Daily Expenses

Purchase Power

Smart Phone

Desired Item

Social Purchasing Power

Merchant Network

Redeem Chippin points for;

• Desired experiences / products

• Cash-back (rebate)

• Contribution to friendsTchibo’dan %15 Chippin desteği

Desired experiences / products

Location-based campaings

Arçelik alışverişlerinde %10 Chippin desteği

Koçtaş alışverişlerinde %20 Chippin desteği

Divan alışverişlerinde %30 Chippin desteği

Brands will contribute to your desired experience

Derimod / Akasya

Approve by securely-stored credit card

Confirm by pin Earn contribution rebates from brands

Cashier enters the Chppin ID

Cashiers sees the payment and completes

the transaction

Present Chippin ID

Cep Numarası

Recommend brands to participate the program

Ali Yılmaz 50 TL destek verdi.

Beta 100 TL destek verdi.

Ahmet Keskin 50 TL destekverdi.

Why Chippin?

• Reach a customer base that is committed to spend a fixed amount to get their rebate

• Get the data of the customer and his/her social network supporting the rebate program, offer them regular campaigns

• Reach the customer in real-time based on location by mobile LBS capability

• Maintain your pricing strategy without lowering down your price by rebate program

• Sell products/services by mobile payment at your store or any location

Business Model

Business Model

User will pay by Chippin App

Chippin contribution

will transfer to user

User will reach their desired item

Bank will transfer

commission to Tanı

Brands will set Chippin contribution

Payment processed by brands’ Vpos

Tanı will get revenue fee