Case Study – Premium campaign
Sara Lee Coffee & Tea Company profits from PORTICAs full service
Situation
Within the scope of a campaign for a limited period, codes are collected which the consumer can acquire in the retail trade by the purchase of appropriate campaign goods and submits via a campaign Web site. Online registration is carried out in accordance with the regulations of the German Data Protection Art (BDSG). In this connection, customer data are input and the necessary double-opt-in procedure for market research queries is made available.
After successful registration, the consumer has the possibility of filling his/her point account with the codes acquired and cashing them in for various premiums. In addition, via the Web site direct purchase of the premiums is also offered. For this purpose a shop solution is provided by PORTICA which is designed in the company's CI and takes into account the relevant present-day requirements for e-commerce.
Premium campaigns are enjoying ever greater popularity in Germany for sales promotion as they provide interesting opportunities for advertising. With the "PORTICA WebCampaignManager"PORTICA provides an inter-service solution with the connection to its own ERP-system. In this way it is possible to present campaign-related information "just-in-time" and at the same time to map all the relevant data of correct and proper stock-keeping. In that way two different systems are successfully combined.
Solutions
The Sara Lee Coffee & Tea Company, Cologne and the supporting agency "Die Gefährten", Cologne (http://www.diegefaehrten.com) engaged the Fulfillment specialist PORTICA for the Senseo premium campaign "Italian coffee moments". The campaign-related micro-site including the shop environment was provided by PORTICA and linked to the Senseo homepage.
The campaign goods for this sales promotion were placed on the market by Sara Lee shortly before the start of the campaign. Moreover, with the help of displays at the POS attention was attracted to the premium campaign. All of the contents of the campaign were applied to the sales packaging.
As soon as customers had registered for the premium campaign, they were able to log into their personal customer account and to submit the codes obtained and to either collect them or, starting from a certain number of them, to cash them in for a premium of their choice. Additionally they were given the possibility of purchasing articles even without the cashing-in of points. The premiums offered were identified in the shop environment with a price in points and also with a price in Euro.
PORTICA has, with the PORTICA WebCampaignManager, for the first time included a solution-oriented Internet application for the efficient handling of sales promotions in its broad-based service portfolio. With this software-as-a-service (SaaS) concept, companies can handle complex sales promotion campaigns efficiently, transparently and at favourable cost. In that way, besides many other possibilities, cash-back and premium campaigns can be implemented with maximum control.
Via an interface of the general accounting department, the system obtains exact information about open items and the balance of the account. Parallel to that, the WCM is connected to PORTICA's ERP-system in order to represent the daily inventory changes. In that way comprehensive reporting on all areas of the campaign is possible.
A particularly important component of the handling of a premium campaign is the prompt processing of orders and the swift delivery to the customer. That increases customer satisfaction enormously and one is permanently able to monitor the inventory and to act quickly in the event of a sub-supplier having supply difficulties. Added to this is that in order to further strengthen the brand image the articles have to be delivered in professional packaging. PORTICA has had decades of experience in this area.
Dispatch of the articles ordered is carried out at least once a week. For this, automatically personalized covering letters and the associated dispatch labels are produced. PORTICA maintains its own parcel number ranges at carriers which make for lead to consistent transparency.
PORTICA takes on every client contact in the interest of the company's CI. The 01805... hotline number operated by PORTICA was marked in advance on the packages of campaign goods and announced on the landing page and the micro-site. In addition, communication with customers is also carried out by e-mail.
At the conclusion of the premium campaign, the customer data collected including legally reliable opt-in data were handed over to Sara Lee intended for e-mail advertising.
Benefits
The advantages for Sara Lee are very extensive, since the entire practical handling of the premium campaign is carried out, documented and controlled by PORTICA. Starting with the preparation of a Micro-site with integrated shop environment, via the management of the customer data as far as professional dispatch/shipment. Hence the client's own staff can concentrate on their core competence and are not burdened by the additional work involved in the handling of sales promotion.
Press release
