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CASE STUDY – REALISATION OF A LOYALTY SYSTEM

SUPER ZOO

Client
SUPER ZOO
Completion
2020
Time window
3 months
Website
www.superzoo.cz

Plaček Pet Products s.r.o., a company operating several brands, wanted to significantly improve its communication with customers, have more accurate data about their shopping behaviour and utilise targeted marketing. It thus planned to create a loyalty club for the Super zoo brand, under which it runs an e-shop and a network of shops. The company was looking for a new supplier who would be able to expand the existing solution with a module that would consolidate all customer information from the shops and the e-shop in one place.

The new loyalty system was to bring the following improvements in particular:

  • consolidate recording of sales in shops and e-shop
  • active contacting and acquisition of new customers
  • motivating the customer to register to the loyalty club and making the overall registration process easier
  • generating and applying discount coupons
  • generating personalised digital loyalty cards for the customer's mobile wallet (both Android / iOS supported)
  • providing the ability to categorise participants of the loyalty programme
  • applying different pricing policies and benefits across the participants of the loyalty programme

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0 %
INCREASE IN CUSTOMER REGISTRATIONS
0 %
INCREASE IN E-SHOP SALES
0 %
INCREASE IN SHOP SALES

Solution

The loyalty system solution was built on the air&me platform, which serves as central storage for all customer-related data. It includes a central database of all information about customers, including their complete purchasing history in shops and in the e-shop
The air&me platform also handles central management of the loyalty system and of loyalty coupons. air&me also handles manual and automated creation of discount coupons, generation of digital loyalty cards for mobile wallets and, above all, provides an online API for making all the above data accessible to other systems the company uses.

the story of the implementation

The implementation of the air&me platform was realised in line with a prepared integration outline. The outline was carefully fine-tuned in collaboration with the existing suppliers and the realisation team of Plaček Pet Products s.r.o
Mutual communication and collaboration was very extensive, open and forthcoming. The main partners during the implementation were, in particular, the provider of the e-shop (ShopSys), supplier of point-of-sale terminals (Diebold Nixdorf), communication platform provider (Samba) and members of Plaček Pet Products s.r.o.'s project team. Thanks to the obliging and constructive attitude of all partners involved, the implementation process went smoothly, in accordance with the set schedule and the work was completed on time.

Main benefits

  • Increase in registered customers and sales thanks to active communication
  • Use of personalised digital loyalty cards in Apple Wallet and Google Pay with names of pets
  • Ability to add additional loyalty cards to an account for other family members
  • Birthday discounts for customers and their pets
  • Discount voucher tied to the loyalty card
  • Creation of “smart discounts” - active contacting of customers based on location or product category
  • Motivation and rewarding of employees based on sales and duration of employment
  • Reporting based on location and number of registered customers and proportional readjustment of numbers of personnel in individual shops

Result

Thanks to the air&me platform, all data about participants in the loyalty programme is consolidated in one central place so that both customers and employees can be immediately rewarded. A further advantage is the ability to register customers across all sales channels, immediately create digital loyalty cards and discount coupons during registration and manage these centrally. Thanks to air&me, Super zoo now offers its registered members better prices and creates targeted special offers for them using specialised reporting.

“Thenewloyaltysystemhasallowedustosimplifytheregistrationprocessforourcustomerswhilealsomakingitmucheasierandmoreconvenient for customers to acquire mobile cards for their smartphones without the need to download an application. What we see as the main benefit is the ability to communicate and analyse the behaviour of our customers not only in e-commerce but also in shops. The air&me platform also allowed us to better motivate our employees and reward them.”

Pavel Kopřiva
the marketing director of Plaček Pet Products s.r.o.

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CUSTOMER BENEFITS ACROSS SALES CHANNELS

DIGITAL LOYALTY CARDS AND DISCOUNT COUPONS IN THE MOBILE WALLET

CENTRAL MANAGEMENT OF ALL TYPES OF LOYALTY CARDS AND DISCOUNTCOUPONS

PERSONALISED MAILING WITH INDIVIDUAL SPECIAL OFFERS

NG Retail s.r.o.


NG Retail s.r.o. is a young company building on a 30-year tradition of supplying specialised software solutions for retail. Thanks to a team of experienced senior consultants, the company aims to bring existing and future clients user-friendly solutions that are tailormade for their business, help accelerate its running and grow it further so that it is ready for any changes that come hand-in-hand with modern retail. Its latest product is the POS NG terminal, which is currently the most modern solution of its kind on the market and is capable of serving both the non-food segment (fashion, toys, sports, tobacco...) as well as the fast food sector.

Pet Products s.r.o.


Plaček Pet Products s.r.o. is a part of Plaček Group. The group was founded 30 years ago and now includes a wholesale shop and a network of 270 shops and e-commerce in several countries under various trade names: Super zoo in the Czech Republic, Slovakia and Romania,DinozooinRussia andLatvia,KakaduinPoland, and recently a new brand, Zoo market, in the Czech Republic as well. Plaček Pet Products s.r.o. was founded in 2015 with the aim of allowing customers more comfortable shopping across all sales channels. The company constantlyinnovatesits rangeofproducts.InSlovakia andLatvia, shops also include a veterinary clinic, and the company also opened a dog grooming salon in Prague.

www.superzoo.cz