HOW SHELL CREATED A CONSUMER LOYALTY PROGRAM
Transcription
HOW SHELL CREATED A CONSUMER LOYALTY PROGRAM
BRAND ACTIVATION BY USING THE KEZZLER PLATFORM WE HAVE BEEN ABLE TO ESTABLISH A DIALOGUE WITH OUR CONSUMERS THAT IS UNPRECEDENTED. THE RESPONSE RATE WAS EXCEPTIONAL, WE ACHIEVED SIGNIFICANT UPLIFT IN SALES AND HAVE IDENTIFIED KEY LOYAL USERS IN OUR TARGET AUDIENCE. Shell Kenya HOW SHELL CREATED A CONSUMER LOYALTY PROGRAM THAT GENERATED A RESPONSE RATE OF 88% SHELL SET UP A PROGRAM WITH KEZZLER TO BUILD THEIR BRAND LOYALTY, DRIVE SALES AND AT THE SAME TIME FIGHT COUNTERFEITING. THEIR CAMPAIGN ”BUY A PRODUCT - GET FREE MOBILE PHONE AIRTIME” RESULTED IN 150,000 PRODUCT ACTIVATIONS AND IDENTIFICATION OF 72,923 DISTINCT CUSTOMERS. YOUR CUSTOMERS WANT THE REAL THING... HAVE YOU GAINED YOUR CUSTOMERS’ LOYALTY? BRAND PROTECTION WITH A UNIQUE CODE FOR EVERY SINGLE P RODUCT, THE CUSTOMER CAN SCAN AND VERIFY THAT THE PRODUCT IN THEIR H AND IS AUTHENTIC. THE QUICK OVERVIEW WHO: SHELL WHAT: CONSUMER LOYALTY PROGRAM WHERE: KENYA WHY: SHELL AIMED TO DRIVE SALES, INCREASE COMMUNICATION WITH CONSUMERS, AT THE  SAME TIME FIGHTING COUNTERFEITING THROUGH PRODUCT VERIFICATION.  LOST CONTACT WITH YOUR PRODUCTS? BRAND ACTIVATION WITH A UNIQUE CODE FOR EVERY SINGLE PRODUCT, THERE’S NO LIMIT TO THE CREATIVITY OF YOUR LOYALTY PROGRAMS. BACKGROUND Shell Kenya initiated a promotional campaign for lubricants in 2013 aimed at increasing their customer base, fighting counterfeiting, and improving brand loyalty in a targeted market segment. TRACK & TRACE WITH A UNIQUE CODE FOR EVERY SINGLE PRODUCT, WE CAN HELP YOU TRACK EVERY SINGLE ONE OF THEM KPMG ON SERIALIZATION KPMG Advisory’s Geert de Vries specializes in helping brand owners prevent counterfeiting and parallel trade. According to de Vries, a radid growth in serialization can be anticipated. “We think mass serialization is incredibly important DEPLOYMENT going forward because it is capable Kezzler set up a provision of unique of accomplishing three important serial numbers that enabled real goals,” he says. “First is data colletime data feedback to the consuction. You know exactly how long it mers via SMS. In addition, Shell got takes for your product to go from access to detailed real-time data production to the end consumer analysis and could interact directly and you know exactly where the with their comsumers. Shell chose end consumer is. You also know seven SKU’s from their two brands which packaging is selling best by Helix & Rimula. Kezzler applied dry seeing how much contact consupeel label to products in the distri- mers make with your data base. bution centre. The programme was Second, there’s authentication. managed by the Kezzler platform, And third is marketing—you can including interaction and CRM. ask consumers to scan the code Campaign messaging: ”Buy a because they can win a prize, for product, get free mobile phone example, and once they scan it you airtime”. can offer information on related product they might buy.” RESULTS (OCTOBER 2013) Products activated: 150,000 Distinct users identified: 72,923 Response rate: 88% Average use / mobile: 1.61 Most lyal user: 210 Time to market: 8 days CONTACT: [email protected] WWW.KEZZLER.COM