retha carter ackermans

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Case studyA-Plus - Mining customer database and expanding into customer events for greater impact• Harnessing relationship with club members• Audience connections – know your readers intimately• Cross-accessing databases to achieve greater impact• Customising events for niche customers• Objectives, goals, experience and result• Tips, challenges and solutionsRetha Carter, Customer Relations and Insights ManagerAckermans

TRANSCRIPT

  • 1. A-Plus: understanding the customer and leveraging your relationship with them
  • 2. Agenda
    • Who are our Club Members
    • Club Benefits
    • Club Magazine, Supplements and Calendar
    • Leveraging Events
    • Managing the Process
    • A recipe for success
  • 3. Background/setting the scene
    • The A-Plus Card and Club was launched 1994 in Ackermans.
    • 314 000 active A-Plus Cardholders
    • Launched A-Plus Card in multi-brands of The Baby Company, Home Comforts, Hang Ten, Jay Jays, Cube and Shoe City in 2006
    • 115 000 Club members
    • Club available in Ackermans and Shoe City
    • Current model: Opt in paid for club for A-Plus Card holders only
    • Club members pay R14.50 p/m for a host of benefits
  • 4. Club Demographic breakdown Gender Club members Club % Female 80009 69% Male 35546 31% Unknown 0 0% Language Club members Club % Unknown 15168 13% Afrikaans 29124 25% English 71263 62% Age Brackets Club members Club % less than 18 0 0% 18-24 3092 3% 25-34 30243 26% 35-44 42413 37% 45-54 26144 23% 55-64 10200 9% 65 or older 3463 3%
  • 5.
    • They keep their accounts for longer
      • Main account retention = 62%
      • Club members = 84%
    • 40% of account holders are also club members
    • They spend more
    • They keep their accounts more up to date
    Why are Club Members more valuable?
  • 6.
    • A-Plus Club Magazine, Account Protection Plan and Competitions and lucky draws were regarded as the most valuable benefits.
    • 28% of A-Plus Members also belong to other retail clubs (eg. Foschini, Jet and Edgars)
    • 61% of respondents rate the A-Plus Club better than other retail clubs.
    Findings of Club research April 08
  • 7. Club Benefits
    • A-Plus Club Magazine every second month and 2 Supplements a year
    • Funeral Cover of up to R10 000 (R6000 for the main member R4000 for the Spouse)
    • Free access to our Dial-a-teacher tutoring service
    • Free bursaries to the value of R25 000 every 2 nd month
    • Discounts of up to 20% on GPs consultations fees
    • Free Roadside Assistance
    • Access to the A-Plus Helpline
    • Invitations to exclusive members only club events
  • 8. Club Magazine: History First Club Magazine launched in 1996
  • 9. Club Magazine: Today
  • 10. Club Magazine: Refreshed Sept 2010
  • 11. A-Plus Supplements
  • 12. A-Plus Supplements
    • Increased communication with our club members
    • Engagement strategy:correct product - correct content - correct target market
    • Merchandising: showcasedepth of product range/s
    • An effort to continually drive feet-through-the door
    • Advertising revenue opportunity including sponsorships
    • Increased paper quality on supplements to lift image and appeal of Ackermans
    • Widening the net: utilisation of other focused/targeted mediums like CT/Dbn/Gauteng Child Magazines
  • 13. A-Plus Calendar
    • R275 000 sponsorship deal with Old Mutual in 2008
    • R325 sponsorship with Hollard Direct in 2009
    • Reward club members with gifts that add value to their lives
    • Interactive concepts eg Recipe Calendar; Art etc
    • Branding opportunity for Ackermans and third party
    • advertisers that has longevity
  • 14. A-Plus Calendar
  • 15. Club Magazine: Ad Revenue 360% growth over a 5 year period!!!!
  • 16. Club Magazine: The Reader She is confident, secure, and open to new solutions that will enhance her familys lifestyle. She has a busy life and is able to juggle her many roles and responsibilities.
  • 17. AMPS Competitor information A-Plus Jet Edgars Foschini
  • 18. AMPS Competitor information A-Plus Jet Edgars Foschini
  • 19. AMPS Competitor information A-Plus Jet Edgars Foschini
  • 20. AMPS Competitor information A-Plus Jet Edgars Foschini
  • 21. AMPS Competitor information A-Plus Jet Edgars Foschini
  • 22. Club Magazine: New Positioning
    • The 2010 Customer, no frills affluent
    • They are not battling; but
    • they are budgeting, making money stretch further;
    • coping - buying what they need, buying fewer, but better;
    • resistant to debt; dont want credit
    • labels less important; those who buy into labels
    • less seasonality, more longevity
    • try new brands
    • emotional - more emotional sell, more investment
    • When times get tough, the tough get efficient!
    • Source: Anthony Swart, Director, The Brand Union
  • 23. New Positioning
    • Emotional comfort
    • real everything people, buying experience;
    • stories give them something to talk about;
    • expectations reality;
    • integrity dont make me buy what I dont want;
    • value to the point of even valuing how you invest in CSI
    • activity
    • Anxiety around recession is subsiding.
    • Source: Anthony Swart, Director, The Brand Union
  • 24. New Positioning: Editorial Strategy
    • To be the readers go-to guide.
    • Provide:
      • support.
      • solutions.
      • advice.
      • competitions.
    • Communicate:
      • benefits.
      • brands available
      • VALUE
  • 25. New Positioning: New directions
    • Benefits.
    • Reader generated content.
    • Sense of community.
    • Editorialise merchandise pages.
    • Celeb cover story.
    • Longer articles.
    • Kids page.
  • 26. New Positioning: New directions