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AUTOMATION OF LOYALTY AND MARKETING PROGRAMS

GOALS AND OBJECTIVES

BUSINESS OBJECTIVE

To enable online operations, including discounts and personalized marketing offers.
IT OBJECTIVE

To create a multifunctional corporate-level CRM system.

SOLUTION

A solution based on Oracle Siebel CRM and Oracle BI.

IMPLEMENTATION

The project was implemented in several stages: First, Jet Infosystems specialists cleaned and standardized customer data and card information for work reliability, migrating data from previous systems to an Oracle Siebel CRM platform.

The next step was to set up loyalty programs. The core of the system - an Oracle Siebel Loyalty module - processes information on current promotions and sends data to cashiers, taking the number of points on customer loyalty cards and likely attractive discounts into account. For flexible management of price promotions based on store, region, card type, or client history, a dynamic interface was also built into the system. The system also permits customized conditions, so that promotions will properly affect each other, allowing for blockage, cumulative, or mutually exclusive promotions.

The Siebel CRM system is integrated with the cash register system, enabling POS consultants to access data on customer purchase history and accumulated points. Mechanisms for client base segmentation and regular e-mail and SMS distributions to target groups were also been designed and configured.

The final stage of the project was the integration of the CRM system with the Rive Gauche call center.

PROJECT RESULTS

The project provided new services to more than 220 Rive Gauche stores throughout Russia and to several million active loyalty program participants. Thanks to the new system, the Rive Gauche perfumery and cosmetics network is able to widely uses a variety of new discounts, bonus accrual, and point payments plans. The marketing department is now able to segment the client base and create targeted marketing proposals.

220 outlets
Covered by the project
15-fold
Increase in marketing programs
7-fold
Decrease in request processing time

CUSTOMER REVIEW

Due to faster and more efficient processing of loyalty cards and customer requests, and the prompt launch of attractive promotions, today we have all the tools needed for seamless interaction with our customers. Most importantly, we now have the opportunity to really make use of our competitive advantage with customers, making us far more confident in a highly competitive marketplace.

Andrey Orlov

Vice President for Infrastructure, Rive Gauche Group of Companies (2013-2018)