Collaborative CRM Consumer Relationship Management Two exploratory workshops held  29 January 2002  26 February 2002 each session : ~ 40 participants

Collaborative CRM Participants : 35 companies  5 Retailers : dm Drogeriemarkt, Interdis, Metro, Monoprix, Tesco  12 Manufacturers : Barilla, Colgate-Palmolive, Gillette, Henkel, J&J, Kraft, L’Oréal, Nestlé, Philips,P&G, Unilever, Wella  6 ECRnat : ECR DACH, ECR France, ECR Italy, ECR UK  5 Consultants : Accenture, Bains, CGE&Y, KPMG, PWC  7 Solution providers : ABC Technologies, EDS, IDS Scheer, JDA, SAP, SAS, Siebel

CRM exploratory workshops Achievements  Agreement on a working definition for collaborative CRM  Agreement on project brief  Collection of case studies for Barcelona  Confirmation of interest by all participants in an ECR project  Kick-off meeting planned for 23 May

CRM - a revised ECR Europe definition In short… ‘CRM is a collaborative integrated ECR demand management strategy which recognises, values and responds to consumers’/shoppers’ individual requirements and helps manufacturers and retailers to jointly tailor their offers to the consumers’/shoppers’ individual needs.

CRM - a revised definition (2) Why ? To increase consumer/shopper satisfaction & value based on an enhanced understanding of consumer behaviour & attitudes, ultimately leading to increased brand & store loyalty. How ? Increasing and using consumer/shopper data/intelligence, as well as CRM processes, instruments, technology, skills & capabilities to jointly tailor targeted offers (products & services) to relevant needs at the right time. What ? Win-win-win : long-term consumer/shopper satisfaction, increased brand & store loyalty, profitable growth for manufacturers & retailers

Benefit of collaborative CRM ManufacturerRetailer Brand loyaltyStore loyalty Consumer loyaltyShopper loyalty Collaborative CRM improves both consumer and shopper loyalty and will be a key ECR improvement concept. …and also involves marketing & market research people!

Enablers Integrators E-Business Business to Business Supply Management Common Data & Communication Standards Demand Management Responsive Replenishment Cost/Profit and Value Measurement Integrated Demand Driven Supply Operational Excellence Supply Strategy & Capabilities Collaborative Planning Forecasting and Replenishment Optimize AssortmentsOptimize Promotions Demand Strategy & Capabilities Optimize New Product Introductions Consumer Value Creation Where does CRM fit into ECR Scorecard ? CRM CRM data CRM Consumer/ Shopper data

CRM - storyboard for Barcelona break-out session Introduction - what is CRM ?Enrico Toja Overall CRM readiness (focus on Europe, US, other industries) Gartner Group by CGE&Y CRM case studies : Italian CRM cases : Barilla-Conad, Kraft-Interdis, L’Oréal-Selex, Coca-Cola-Carrefour + ECR Italy CRM project (by Bain) German case : dm - Henkel UK case : Tesco/Dunnhumby - So Good International CRM Technology applicationsCGE&Y ConclusionsEnrico Toja

CRM seminar - interactive element® Before conference : targeted s to CRM seminar participants with 5 key questions for them & one question to CRM seminar At conference : interactive voting system During CRM seminar : results of interactive vote After conference : each voting CRM participant receives personalised analysis