‘Selectie voor u’ Selected for you The rol of Data Driven Direct Mail Bart Van Lierde Head of Marketing Colruyt

Fact Each day a consumer receives more than > 10,000 stimili

2010: Colruyt customer’s reality Customers receive through various channels offers from other retailers Fortnightly 2.1 million clients receive coupons-flyer + 1 flyer: 250 promotions 4

In retail, this conversation is mainly done by paper. Why In retail, this conversation is mainly done by paper. Why ? Paper remains untill today the most efficient way for customers to prepare / learn about promotions at their retailer. But you end up with a pile of paper !

Fitting with the Colruyt Identity? Serving our customers help customers to gain time ? ensure customers’ maximum benefit? Sustainable numbers of pages printed and shipped? Efficient cost versus return?

Colruyt Challenges becoming more relevant to our customers connecting to our identity The challenge is obvious: 7

The Colruyt Solution And when we launched the Extra card in 2008 this gave us a real opportunity in finding an answer: it’s all about selectivity. 8

‘Selectie voor u’ customer’s limited attention better choice in spending customer’s attention and capture higher returns the larger the message to be handled, the less likely the message: to stand out, to get noticed and to be remembered

February 2010 - ‘Selectie voor u’ unique, personalised brochure

1.6 million unique brochures Every two weeks… 1.6 million unique brochures digitally inkjetprinted & mailed at

Consistent with Colruyt Identity? Serving our customers more logical way of informing: less is more. fits the Colruyt customers’ profile: fast & efficient. customer can easily maximise his benefit and prepare grocery shopping. Sustainable less paper (660.000K pages/year), printing and shipping. Efficient considerable increase ROI

Fortunately, we didn’t stop in 2010

Segmentated Inspirational Brochure

‘Selectie voor u’: anno 2016

Increased Return customer loyalty voucher usage expenses per household ROI marketingbudget

The future o f marketing lies in the individual Heading for the future PAPER I S N O T D E A D The future o f marketing lies in the individual

could be more valuable than € 10,000 worth of advertising.” “One customer well taken care of could be more valuable than € 10,000 worth of advertising.” Jim Rohn

‘Selectie voor u’ @ Symeta_Be bart.vanlierde@colruytgroup.be jo.vandeweghe@symeta.com ‘Selectie voor u’ @ Symeta_Be