The challenge: how can you adapt the content of your printed materials more effectively to your target group?
As consumers, we're overwhelmed with thousands of communication messages every day, offline and online. It’s therefore important to AVEVE to ensure that its communications to customers are relevant and personalised. Promotions offered may be seasonal, but may also be based on specific buying behaviour.
For example, if you've bought food for your pet in the past, you’ll find a postcard with a great promotion on dog food in your letterbox a few times a year. If you've bought a tomato plant from AVEVE, a discount voucher for tomato fertilisers will soon come your way. In other words, promotions may differ from one customer to another. The obvious challenge is to organise this print workflow efficiently.
The solution: segmentation and Perka's flexibility
The segmentation is drawn from the “My AVEVE” card, which records customers’ purchases. AVEVE mainly tries to reach its customers by e-mail to ensure a quick reaction. However, direct mailings by post are still an important medium. First of all, not every customer has opted in on the database, and secondly, the impact of personalised printed materials should never be underestimated.
The resulting postcard is sent out two to three times a year. On the one hand, it aims to attract new customers to the company's loyalty programme. On the other, the goal is to encourage as many (existing) customers as possible to sign up for the monthly e-newsletter. AVEVE has depended on Perka’s professional support for some time now when it comes to personalised printed materials. For Kelly Vanderperren, Manager of Analyse and My AVEVE, Perka is the obvious choice as a printer and partner:
"Perka’s flexibility means that can react incredibly quickly with new promotions, and that we offer customers the promos they really need. It’s ideal!"Kelly Vanderperren