buch.de internetstores AG

Published on 03-Dec-2012

"We’re now able to gain a deeper understanding of our customers and build intimate relationships with every customer. The rapid increase in the level of personalization has significantly improved response rates and increased customer retention." - Christine Gerstenberger, head of CRM marketing, buch.de internetstores AG

Customer:
buch.de internetstores AG

Industry:
Retail

Deployment country:
Germany

Solution:
Big Data & Analytics, Big Data & Analytics: Customers, Customer Relationship Management, Smarter Commerce, Smarter Marketing, Smarter Planet, EMM - Cross-channel Marketing Optimization

Smarter Planet:
Smarter Solutions for Retail

Overview

Founded in 1998 and headquartered in Munster, Germany, buch.de internetstores AG is a subsidiary of Thalia Holding GmbH. buch.de internetstores sells books and media online in Germany, Austria and Switzerland. With more than 150 employees, the company offers approximately seven million products, including books, e-books, audio books, music CDs and DVDs, movies, software, games, toys, stationery, office supplies and flowers.

Business need:
Online retailer buch.de internetstores AG offers more than seven million products throughout the European market and relies on email marketing to reach its audience. However, its existing analysis and email marketing management was a manual process—a situation that proved ineffective for marketing to the growing number of customers, which was in the millions. The company needed a coordinated and systematic process to promote individual offers or special purchase incentives tailored to the appropriate stage of the customer lifecycle.

Solution:
buch.de internetstores AG develops campaigns that are personalized dialogs with customers. By implementing an email marketing management solution, the company systematically tracks, integrates and analyzes all customer information from multiple channels, gaining deeper understanding of customer interests and preferences. The solution continuously builds on accumulated behavioral data to enable the organization to refine the level of personalization for future campaigns. Based on new insights, the business carefully orchestrates personalized communications in customer-preferred intervals.

Benefits:
Increased the customer conversion rate by more than 50 percent through personalized campaigns and cross-sales based on user-defined analysis Experienced a double-digit growth in sales through relevant and timely offers Reduced campaign costs by enabling more efficient and targeted recipient selections Accelerated campaign development and launches by consistently aligning marketing activities to the customer lifecycle

Case Study

Founded in 1998 and headquartered in Munster, Germany, buch.de internetstores AG is a subsidiary of Thalia Holding GmbH. buch.de internetstores sells books and media online in Germany, Austria and Switzerland. With more than 150 employees, the company offers approximately seven million products, including books, e-books, audio books, music CDs and DVDs, movies, software, games, toys, stationery, office supplies and flowers.

The Opportunity
Online retailer buch.de internetstores AG offers more than seven million products throughout the European market and relies on email marketing to reach its audience. However, its existing analysis and email marketing management was a manual process—a situation that proved ineffective for marketing to the growing number of customers, which was in the millions. The company needed a coordinated and systematic process to promote individual offers or special purchase incentives tailored to the appropriate stage of the customer lifecycle.

What Makes It Smarter
buch.de internetstores AG develops campaigns that are ongoing personalized dialogs with potential and existing customers. By implementing a sophisticated email marketing management solution, the company systematically tracks, integrates and analyzes all customer information from multiple channels, gaining deeper understanding of customer interests and preferences to accurately align its campaigns to individual needs and wants. The solution continuously builds on accumulated behavioral data to enable the organization to refine the level of personalization for future campaigns. Based on new insights, the business carefully orchestrates highly personalized communications in customer-preferred intervals.

Real Business Results
· Increased the customer conversion rate by more than 50 percent through personalized campaigns and cross-sales based on user-defined analysis
· Experienced a double-digit growth in sales through relevant and timely offers
· Reduced campaign costs by enabling more efficient and targeted recipient selections
· Accelerated campaign development and launches by consistently aligning marketing activities to the customer lifecycle

Products and services used

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

Software:
IBM Campaign

Legal Information

© Copyright IBM Corporation 2012 IBM Corporation Software Group Route 100 Somers, NY 10589 Produced in the United States November 2012 IBM, the IBM logo, ibm.com, DB2, SPSS and Unica are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the web at “Copyright and trademark information” at ibm.com/legal/copytrade.shtml This document is current as of the initial date of publication and may be changed by IBM at any time. Not all offerings are available in every country in which IBM operates. The performance data and client examples cited are presented for illustrative purposes only. Actual performance results may vary depending on specific configurations and operating conditions. THE INFORMATION IN THIS DOCUMENT IS PROVIDED “AS IS” WITHOUT ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING WITHOUT ANY WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND ANY WARRANTY OR CONDITION OF NON-INFRINGEMENT. IBM products are warranted according to the terms and conditions of the agreements under which they are provided.