 Once pioneers, mail order selling providers now face stagnation from a diminishing customer base. Changes in consumer behaviour and alternative solutions proposed by competitors (retail, hard discount, e-commerce, etc.) help to explain this.
Faced with decline, Mail order selling providers have responded by optimizing their customer acquisition strategies, by improving customer loyalty development schemes, and by attempting to increase the value of individual customers. At the same time, providers try to increase productivity in multiple ways:
- by optimizing customer service costs,
- reducing marketing costs,
- optimizing internal processes – from catalogue creation to returns management – all while attempting to maximize their use of the internet.
We offer technical solutions for improving marketing performance and operational processes for some of the largest Mail Order Selling providers in France and in Europe. We accompany our customers throughout the conception and implementation processes, developing solutions designed to improve performance:
- Customer loyalty development: Master and optimize customer relationship levers, so as to maximize the contribution each client makes to company turnover. Optimize promotional costs and minimize their impact on turnover. Design packaged loyalty offers. Organize marketing and sales animation plans for each customer segment.
- Boost Revenues: Identify and implement levers that will increase average buying behaviour through cross selling, up-selling, and additional sales. Contribute better-adapted supply chain design by modelling customer expectations. Manage actual customer value and potential value through the understanding of possible additional revenues per household.
- Relationship Marketing: Personalize communication and communication channels using better customer segmentation. Optimize the consumer pathway and experience.
- Multi-channel and sales force management: Design targeted solutions by optimizing the communication mix. Implement processes and systems so as to coordinate communication and sales pressure. Optimize ROI through the reduction of per client marketing costs and through the increase of conversion rates.
- Optimize marketing campaigns: Allow for optimal utilization of campaign management tools, so as to maximize returns. Ease the transition from traditional marketing tools to the best campaign management systems.
- Improve Customer Service efficiency: Model and optimize call centre staffing according to forecasts and incoming and outgoing calls, while improving service quality. Give telephone operators the means to establish an efficient customer relationship using recommendation engines and scripting systems.
Selected Examples
- Bayard VPC:
Improved customer database and marketing campaigns.
- Cofidis:
Segmented customer base and implemented marketing processes differentiated by consumer segment.
- Cofidis:
Defined postal address validation rules for Groupe 3 Suisses International.
- Eveil et Jeux:
Developed marketing database, customer segmentation and scoring system.
- France Loisirs:
Designed marketing data warehouse and marketing tools.
- Mona Banq:
Built customer segmentation, implemented scoring system, and optimized customer acquisition strategy.
- A Business to Business Mail Order Selling Provider:
Developed churn prediction models.
Main References
3 Suisses, Bayard Presse, CAMIF, Cofidis, Daxon, Eveil et Jeux, Fnac.com, France Loisirs, Guilbert, JPG, Kraft, Office DEPOT, Radiospares, Raja, La Redoute, Secours Catholique, Yves Rocher.
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