ENQIO & Xeikon organized the very first Xeikon Cafe
On 7th October 2010, Enqio & Xeikon organized their first Xeikon Café,
an event sharing insights on effective retail communication. Marketers,
branded good manufacturers and retailers involved with customer loyalty
programs and buyer segmentation were invited to discover how
personalized communications are able to increase ROI by creating added
value to their customers. We have teamed up with partners from the
fields of data mining, data management, segmentation and personalization
to bring retailers this valuable learning experience.
Main learnings and speaker highlights
Personalized communication is fast re-defining the shape of retail
industry marketing. Innovative integrated print and digital
communication solutions make this hugely effective marketing practice
accessible to all.
If you weren’t able to attend this seminar, here are 3 things you should remember:
Customize your store by focusing on customer, product and behavior. This Xeikon Café’s key note held by Professor Gino van Ossel from Vlerick Leuven Gent Management School entitled
‘Retail in a digital era’ offered insights on personalized e-commerce.
Now the internet is gaining importance, it has an effect on the
traditional brick and mortar store suppliers. The main questions to ask
are: who is the consumer today, what is he buying, and how is he buying?
Understanding what is available and how it can work for particular
businesses is the key to success. Today retailers are learning about the
customer preferences and can therefore smartly present their product
range based on what their customers are specifically looking for. Amazon and Apple’s iTunes Store are two examples of e-tailers that gather insightful information about what their customers have bought.
Reward the behavior you want by offering
tailor-made promotions and finding new ways to bring people into the
store, rewarding them for it, and finally measuring actual conversion.
Torbjörn Norberg’s case study on the Mina Varor loyalty strategy of ICA,
Sweden’s leading retailer, shows that the printing industry future lies
in generating higher returns by using and optimizing customer
intelligence. Read more about this subject in our separate blogpost.
Reveal the potential in your customer data by
paying attention on relevance and frequency. The more relevant the
products are, the higher the probability that people visit your shop.
How easy relevant communication can be set up, got revealed during a
panel conversation by Patrick Helskens and Jeroen Van Bauwel from Xeikon, and Wim Hellemans from Enqio.
Enqio’s specialty is in selecting, analyzing, re-structuring and giving
meaning to large volumes of data so that it can be readily used by
retailers. All Xeikon’s printing facilities have the knowledge to score
for each image on how good the profile fits to the individual. GMC applications are
the right partner to build an application to fill the templates with
the images and do the finishing part: perforation on the coupons, stitch
and cut, address. But there’s more to that. Customer data can also tell
what products customers are buying from the competition. By creating
coupons based on next best product offers, you can change buying
behavior by offering promotions. This makes the story complete.
Personalized promo cases show 30% ROI increase
Customized offers have proven to be very successful, with cases
showing 30% ROI increase when promotions are personalized. Think about
it – how interested would you be in a dress promotion if you’re a girl
who always wears trousers? Or a guy for that matter?! Intelligent
personalization cuts out a lot of waste.
About Xeikon Café: share, talk, do business, have fun
The Xeikon Café is an initiative designed to reveal cross-sector
product communication opportunities and facilitate marketing innovation,
and brings printing and communications professionals together in a
shared learning experience designed to inspire new marketing ideas.
Register here to keep posted on future themes and events.
ENQIO is an