CASE STUDY â DATA & MARKETING AUTOMATION

Context:

Established in France in 2001 from the merge of a credit institution and a major retailer, Banque Casino represents today 90% of all contracted online credits in France, and accounts for more than 2 Million new clients every year. Banque Casino has progressively adopted a web strategy, first in 2006 to specifically moving to mobile with smartphone subscription. NP6 is accompanying Banque Casino’s digital marketing development since 2008.

Build and improve customer knowledge.

The need to deepen customer knowledge and deploy tailored actions has quickly proven itself. Indeed, presenting the best offer to the right person is no longer sufficient. It needs to occur at the right time and through the appropriate channel with a personalised content. Banque Casino has setup a data strategy to understand the customer journey that enabled to develop strong levers while keeping up with the rapid growth of their client base.

Data driven marketing has to process passed behaviours (what customers have done, what pages have they visited, what did they purchase...) in order to elaborate behavioural models and to formulate predictions (customers passed behaviours enable to understand future behaviours from other clients/prospects). Moreover, it enables to evaluate the appetency level and to determine marketing scenarios to implement in order to boost conversion.

“The challenge is no longer the unique profile management for one-to-one CRM and hyper-personalisation; it is the capacity to transform data into action”

Implement marketing scenarios of quality.

• For a (detected) low appetency, an automatic email reminder is triggered at D+1 (marketing automation).
• For a strong appetency, an email reminder is triggered at H+4 and a phone call is scheduled to support the scenario.

Other scenario: the detection of a client reaching out his credit limit reserve is ensured by NP6 (data host company) with a daily scanning algorithm:

• If the threshold has already been reached and the client is eligible to contract increase, a SMS message is triggered (preferred for urgent messages for its high opening rate) containing a link to the subscription process.
• If the contract is close to the limit and the client is eligible to a threshold increase, an email containing a link to the subscription process is sent out.
• On the other hand, if the client is not eligible to a threshold increase in both cases (case per case detection), a notification SMS is then sent out.

=> Following this detection process and marketing automation implementation, 7% of targeted customers have increased their threshold and Banque Casino has optimised sales processes in prioritising relational actions with a greater benefit.

To take advantage of customer knowledge.

Enriching data in real time and analysing it with specific algorithms enables Banque Casino to improve its customer knowledge by identifying:

• The tolerance threshold of the marketing pressure by client typology
• The disinterest in offers (churn anticipation)
• The most appropriate time to communicate (daily and hourly appetency)

Getting and exploiting this key-information therefore provides a greater deliverability and reactivity to your messages; including a previously unseen level of personalisation constituting a true source of differentiation and growth for the brand.

You wish to review or implement automated relationship processes and acquire new customers?

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