REFERENCES 455consumers in the database have voluntarily qualified
themselves. For these consumers, Lotus Bakeries now
has information on which products they buy, how often
they eat which products, and where they buy these
products.
As well as these results, it also became clear that the con-
tact moments effectively drove website visits. Without any
call to action in above-the-line media, more than 60% of
the active consumers in Lotus’s database have visited the
website. Further, the strong bond with the brand is also
evidenced by the fact that Lotus Bakeries’ e-mail cam-
paigns result in click-through rates of up to 45%, which is
way above the benchmark of 25% put forward by the
Interactive Advertising Bureau (LAB).
In sum, the CRM platform ‘LotusFriends’ turned out to
be a real success. By making the content more relevant for
consumers, the average consumer visits three times more
pages than before.
Every month, LotusFriends spend about four minutes on
the site sharing their opinions with other LotusFriends. And
more than half of the registered consumers that printan e-coupon use it every month to try out another Lotus
Bakeries’ product.QUESTIONS
- What are the main objectives of Lotus Bakeries with its
LotusFriends site? - How can Lotus Bakeries differentiate between its cus-
tomers? Would you advise it to take on a segment
approach or a one-to-one approach? And what exactly
would you advise it to do? - Does LotusFriends help Lotus Bakeries to communicate
more effectively and more efficiently with its customers? - What methods are available to measure the effective-
ness of Lotus Bakeries’ latest e-mailing campaigns? - Do you think Lotus Bakeries’ CRM programme is a good
means for creating loyalty? - What is the challenge that Lotus Bakeries is currently
facing and what can it do to stay ahead?
Sources: Case prepared by Christoph Vandewiele, Marketing Strategist, TBWA, Brussels. Based on: http://www.lotusbakeries.com/corporate/;
http://www.lotusbakeries.be/; Lotus Bakeries’ annual report 2011 and internal reports.References
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