SEDUCE & SURPRISE: PRIVILEGE MEMBERSHIP

ASSIGNMENT

Create customer loyalty for de Bijenkorf through a new CRM programme: a highly attractive assignment!

OUR APPROACH

We can divide the project management into four phases.

Phase 1:
Setting up a new CRM programme

• Defining a new strategy. The CRM programme consists of three tiers, with each tier linked to specific privileges:
  – Store Membership
  – Platinum Membership
  – Diamond Membership
• Developing a new look & feel, including a name, for the whole programme.

Phase 2:
Determining the contact moments from recruiting new members to retaining existing members.

• Setting up and implementing a content calendar.

Phase 3:
Developing communication items for:

• Recruiting new members: recruitment brochure, instore communication, website and CRM training courses for de Bijenkorf employees (explaining the CRM programme and encouraging the recruitment of new members).
• Welcoming the new members: Welcome pack.
• Activating and retaining the members: Instore communication and creating familiarity with the programme. Stimulate active member participation.

Phase 4:
Giving CRM training courses to de Bijenkorf employees

• Developing a physical training programme for de Bijenkorf employees (explaining the CRM programme and encouraging the recruitment of new members).
• Converting the training programme into an online training module.

At a later stage of the project, the CRM programme was extended with a new service programme – the Privilege Membership. In collaboration with the Bijenkorf’s creative department, we set up a campaign to inform and motivate internal employees and existing Card holders. For this purpose, we developed various on- and offline communication resources.

IMPACT

The Privilege Membership of de Bijenkorf has grown to become one of the biggest CRM programmes in the Netherlands. A successful concept.