Download e-Intelligence and e-CRM in a competitive new economy

e-Intelligence and e-CRM in a
competitive new economy
Dorte Ransby
May 30, 2001
SEUGI
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Agenda
• Haburi.com
• Challenges
• Need for fact based decision making
• E-Intelligence as a navigation tool
• Data Warehouse, Data Mining, and CRM in closed
loop
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world class
online platform and marketplace
for effective branded stock
”We want to create a
clearance”
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Sometimes it pays to be no. 1….
• HABURI was established october 1999. The business
went live on the internet April 14th 2000 (14 countries)
• Funds of approx. 20 mio. USD raised to finance the
development, launch and growth of the company so far
• 40 employees in Copenhagen, London, Paris and
Cologne
• Revenue above 2 mio. USD in 2000 and the target for
2001 is approx. 8 mio. USD
• The revenue in 2000 equals 32.000 orders which in
99,5% of the cases were delivered within 5 days
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1 year later:
A highly advansed retail company
• A business system fully digitialised
• Sophisticated CRM potential
• Agreements with 70+ Brand Owners
• European market leader
• A strong management team with a substancial retail
experience...
• … who perform according to ambitious targets!
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Learnings for 2000 and beyond…
Before August
After August
Off-line advertsing
On-line advertsing
Many countries
Few countries
Traffic
Member acquisition
Low mail frequency
High mail frequency
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k
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14
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8
10
6
4
2
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50
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26
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W
ee
Member population by week
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Customer relations and Customer knowledge are the
backbone of our business
“Retail is detail”
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Challenges year 2000
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Financial market crashes April 2000
Investors reluctant
Change of strategy
Attention on traditional business rules
Plan:
• ”Turn Profit Faster”
• Member Acquisition and Customer Retention
• Logistics and distribution
• Business Intelligence....
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Challenges year 2001
$
$
Continue Member acquisition
Visitor
Convert +500.000
members into buying customers
Member
Retain customers (loyalty)
Accomplish budgetted growth
Customer
Secure ”break even” in Q4
HABURI
is GREAT!
Loyalty
Ambassador
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Pre-requisities
• An efficient data- and intelligence platform
• Complete integration of systems/information
• The proper tools and….
• ….retail attitude and ability to execute!!
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System overview
Customer
HABURI
Team
Databases
Warehouse
ERP
Shop
DWH
•Content Managemment
•Reporting
•Query tool
•Admin
CRM
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BI Landscape in HABURI
Management
Dashboard
Line specific
MDDB’s
Analytical
CRM
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HABURI Dashboard and MDDB’s
• 25 KPI’s measured against targets on
– Daily basis
– Month-to-date
– Year-to-date
• Support decisions in the area of
– Sales
– Sourcing
– Marketing
– Production
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Faster, better decisions on...
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What is driving sales
Frequency of CRM mails to customers
Target customer segment for new products
Type of campaigns
Content of campaigns
Customer acquisition
Drivers of basket size
Products to be sourced
Prizing of products
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Introduction of Lego Kids Wear
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10 styles as a test
Mailing to 100.000 members of Club HABURI
80% of the stock sold in 4 days
Lego Wear counts for 16% of the products sold
Who buys Lego Wear?
What else did they buy?
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Top 10 brands in Lego Basket
Brand
Valentino
Happy Harry
Little Sister
Miller Junior
Tigers
Zophie
Marlboro Classics
Helly Hansen
Dolce Gabbana
Jackpot
N
139
67
65
6 out of 10 are
Children brands
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57
55
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Next step:
Segmentation
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The HABURI.com marketing set-up
1. Attract
2. Retain
3. Extract
Extraxt value from the
members by new
offerings
Keep the member loyal to HABURI by
tailoring all points of contacts in
accordance with his needs/preferences.
Attract visitors who sign up as members and
get them to buy. Members are subject to
dialogue.
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Analytical CRM – Data Mining
• Customer Knowledge
• Customer Segmentation
• Prediction of Customer Behaviour
• Basket Analysis – X-sale
• Buying Sequence Analysis
• Click stream Analysis
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CRM implementation
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The e-Intelligence Process at HABURI...
eCRM
Complexity
One-2-One Marketing
“Closed loop”
External
reporting
Data Mining
Marketing analysis
Business follow up
Launch
(Management Dashboard)
Time
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Nothing replaces a thorough
analysis combined with commen
sence….
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Thank you for the attention...
Buy your
favorite brands NOW
at www.haburi.com
Contact: [email protected]
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