InfoSTORE Servizi, S.r.l.

A distributor of retail store solutions in Italy uses intelligent marketing and predictive analytics to customize marketing communications with groups and individual customers

Published on 28-Dec-2011

Validated on 18 Jun 2013

"Intelligent marketing and analytics enable us to personalize communications and strengthen customer relationships, which in turn has increased orders dramatically." - InfoSTORE Servizi

Customer:
InfoSTORE Servizi S.r.l.

Industry:
Computer Services, Consumer Products, Retail

Deployment country:
Italy

Solution:
Business-to-Business, Business-to-Consumer, Digital Media, Smarter Planet

Smarter Planet:
Smarter Solutions for Retail

IBM Business Partner:
ZEL S.r.l. (IBM Advanced Business Partner)

Overview

Founded in 2009, InfoSTORE Servizi, S.r.l., based in Milan, is a leading Italian distributor of solutions for retail store automation and cash management. The company sells a wide range of advanced products and solutions for shop automation, carrying leading market brands such as NCR. InfoSTORE Servizi has a network of about 40 dealers spread throughout the country and sells to a wide variety of shops, supermarkets and other retailers. Some of the solutions offered include assisted service solutions for checkout, information and payment kiosks,

Business need:
When it comes to marketing, more is better, right? Not so fast. If a company’s emails, faxes and SMS messages are filled with canned language and targeted to the wrong customers, a million messages might not result in a single sale. InfoSTORE Servizi wasn’t seeing results from its existing marketing plan. It decided to take a less-is-more approach, sending fewer, but more targeted, messages and offers to smaller customer pools. To do so, the company needed the ability to analyze its customers and their habits to create those targets.

Solution:
InfoSTORE Servizi found a better way to get in touch with its dealer customers. It used intelligent marketing and analytics to assess the habits of groups and even individual customers, such as what they bought and how they navigated the company’s online retail site. With this information, the distributor was able to target customers with personalized information about products and offers tailored to their wants and needs, via preferred communication channels.With predictive analytics, the company can anticipate what products customers might like and offers may entice them in the future.

Benefits:
· Increased the number of dealer orders by 66 percent · Increased interactions with the customer base by 20 percent · Recruited 10 percent more new dealers, many in new geographical areas · Reduced campaign creation and delivery time by 15 percent and contact list management time by 12 percent

Case Study

Founded in 2009, InfoSTORE Servizi, S.r.l., based in Milan, is a leading Italian distributor of solutions for retail store automation and cash management. The company sells a wide range of advanced products and solutions for shop automation, carrying leading market brands such as NCR. InfoSTORE Servizi has a network of about 40 dealers spread throughout the country and sells to a wide variety of shops, supermarkets and other retailers. Some of the solutions offered include assisted service solutions for checkout, information and payment kiosks, FastLane cash machines, cash management solutions, security solutions, and digital signage solutions.

The Opportunity
When it comes to marketing, more is better, right? Not so fast. If a company’s emails, faxes and SMS messages are filled with canned language and targeted to the wrong customers, a million messages might not result in a single sale. InfoSTORE Servizi wasn’t seeing results from its existing marketing plan. It decided to take a less-is-more approach, sending fewer, but more targeted, messages and offers to smaller customer pools. To do so, the company needed the ability to analyze its customers and their habits to create those targets.

What Makes It Smarter
InfoSTORE Servizi found a better way to get in touch with its dealer customers. The company used intelligent marketing and analytics to assess the habits of groups and even individual customers, such as what they bought and how they navigated the company’s online retail site. With this information, the distributor was able to target customers with personalized information about products and offers tailored to their wants and needs, via preferred communication channels. What’s more, with predictive analytics, the company can anticipate what products customers might like and what offers may entice them in the future, all based on historical customer data. In the first 12 months after implementation, dealer orders increased by two-thirds.

Real Business Results
· Increased the number of dealer orders by 66 percent
· Increased interactions with the customer base by 20 percent
· Recruited 10 percent more new dealers, many in new geographical areas
· Reduced campaign creation and delivery time by 15 percent and contact list management time by 12 percent

For more information
Please contact your IBM sales representative or IBM Business Partner. Visit us at: ibm.com/smarter

To learn more about InfoSTORE Servizi visit: www.infostorenet.it

Products and services used

IBM products and services that were used in this case study.

Software:
Lotus Domino

Legal Information

© Copyright IBM Corporation 2011 IBM Corporation 1 New Orchard Road Armonk, NY 10504 U.S.A. Produced in the United States December 2011 IBM, the IBM logo, ibm.com, Domino and Lotus are trademarks of International Business Machines Corporation, registered in many jurisdictions worldwide. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at ibm.com/legal/copytrade.shtml Other company, product or service names may be trademarks or service marks of others. The information contained in this documentation is provided for informational purposes only. While efforts were made to verify the completeness and accuracy of the information contained in this documentation, it is provided “as is” without warranty of any kind, express or implied. In addition, this information is based on IBM’s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this documentation or any other documentation. Nothing contained in this documentation is intended to, nor shall have the effect of, creating any warranties or representations from IBM (or its suppliers or licensors), or altering the terms and conditions of the applicable license agreement governing the use of IBM software.