The document discusses Makro's smart marketing strategies, including collecting customer data, analyzing and segmenting customers, and using data to customize interactions and communications. It describes Makro's testing of different promotional approaches like personalized folders, coversheets, postcards, and timing of communications to increase customer frequency and basket size. The goal is to optimize circulation and targeting of promotions using detailed metrics and learnings to increase customer activation and value over time.

8. Collect Data Analyse Data Use Data COLLECT ANALYSE USE

9. Signaletic : Customer X, lives in Antwerp . He belongs to the branch Horeca. He has a restaurant, Belgian kitchen with menu’s between 25€ and 45€. Invoices : Customer X visits our store in Deurne 1x a week and spents on average 424€. He regularly buys meat, fish, fruits & vegetables and occasionaly he buys wine. The customer knowledge approach collect IDENTIFY DIFFERENTIATE

10. Segmentation > understanding analyse Customer, not buying New prospects First time buying Growing versus Declining | product type Customers Segmentation Understanding

11. HORECA TRADERS COMPAGNY or OFFICES END CONSUMERS NEW CUSTOMERS LOST CUSTOMERS EXISTING CUSTOMERS  REGULAR  IRREGULAR use The customer knowledge approach ACQUISITION UPSELLING FREQUENCY REACTIVATION

12. Strategic flow Set up / Cleansing / enrichment / updates > segmentation Brand essence / audience messaging / compelling content > needs & objectives Action flows / connectivity / closed the loop / testing / metrics > ROI IDENTIFY DIFFERENTIATE CUSTOMIZE INTERACT

14. About MAKRO folder

17. Cover Sheet

21. Testing Summer mailing - coversheet With and without promo

22. Testing Summer maling - postcard With and without promo

23. Testing Back to school mailing – coversheet With and without promo

24. Testing Back to school mailing – postcard With and without promo