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

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

4. 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

5. 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 !

6. 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?

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

8. 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

9. ‘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

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

11. 1.6 million unique brochures
Every two weeks…
1.6 million unique brochures
digitally inkjetprinted & mailed at

12. 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 ( K pages/year), printing and shipping.
Efficient
considerable increase ROI

13. Fortunately, we didn’t stop in 2010

14. Segmentated Inspirational Brochure

15. ‘Selectie voor u’: anno 2016

16. Increased Return customer loyalty voucher usage expenses per household
ROI marketingbudget

17. 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

18. 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

19. ‘Selectie voor u’ @ Symeta_Be bart.vanlierde@colruytgroup.be
‘Selectie voor u’
@ Symeta_Be