They trust us and talk about us better than us.
SmartCollect is a data collection tool, available online and on smartphones. “In our case, we used scratch cards distributed by participating shops, to encourage people to visit the collection site via the URL.” The collection process is just as qualified as on the terminals.
“We took a liking to this solution because it comes as a good addition to the terminals. The devices are complementary, as are the collection times for instance.” The distribution of scratch cards also helped involved all the shops, and made it possible for Grand Quartier to reach out to customers in a more direct manner.
With the terminals, we can reach out to customers on-site. SmartCollect also makes it possible for us to reach out to customers outside opening times, in the evenings, on Sundays, etc. It really is an interesting tool for us."
Sabrina Le Fol, Communications Manager for Grand Quartier
Key figures:
– 70,000 scratch cards distributed during the 1st operation and 40,000 during the 2nd
– Only 2% of customers in common between the terminals and SmartCollect
– 30% of new customers collected
“We started working with Dolmen because our U card database was not up-to-date and we wanted to enrich it.” Indeed, an up-to-date database is the key to improved customer knowledge, and thus a guarantee that your offers correspond more to customer expectations.
“Dolmen’s strength is no doubt the support it provides. The teams are a source of suggestions for our in-store events and remain present to help us implement them. The solution also offers extremely useful performance measurements, used to regularly review our operations with the teams.”
"Dolmen's strength is that they make suggestions, namely regarding events we could launch in stores. The solution is easy to use, even if there is no dedicated person in-store to help." Séverine Attimon, Associate at U in Guichen
One of our key operations was a cost price operation for scallops. The shop communicated using an enriched SMS, suggesting that customers pre-order the desired quantity. "This was a fantastic operation that helped us sell our entire stock of scallops."
The Grand Quartier shopping centre in Saint-Grégoire encompasses about 90 shops – all sectors combined – and welcomes approximately 70,000 customers a week. Their specific challenge was to enhance close relations with consumers who live and/or work nearby, as well as with those who come from further away for special occasions (Christmas, Sales, Weekend, etc.). “Our goal is to make them come and come back”.
Five years ago, Grand Quartier had “an extremely minimal database, linked only to the loyalty card”. “Our desire was to develop a more qualified database, to better know our customers and send them more relevant information according to their needs.” Moreover, the shopping centre wanted the solution to be easy to use and user-friendly.
“Our very first use was focused on collecting relevant data – either via the terminals or the SmartCollect platform. Then, thanks to our qualified and segmented database, we can send emails or SMS messages. “
“Dolmen’s responsiveness is without a doubt a major benefit. When a shop wants to implement an operation for instance, the SMS or email campaign can be launched very quickly. There are also very interesting functionalities within the solution, such as geo-localisation.”
"The solution is constantly evolving, it never stagnates - there are teams behind it that think, research and help us meet our specific needs."
Sabrina Le Fol, Communications Manager for Grand Quartier
Key figures
– A database with over 100,000 contacts
– Over 50,000 customers with email and SMS opt-in
"We were able to create a highly qualified database. "
Thanks to Dolmen, Bricomarché in St Florent sur Cher has created events in its POS and adapts its offers to customer expectations
DIY
Identifying customer projects, so communication plans could be implemented for each type of project.
2 in-store terminals with regular events and scratch-cards to generate more traffic around the terminals.
"Dolmen's solutions meet our expectations in terms of collection and flow generation. Dolmen is currently at the very core of our loyalty strategy. Events are managed according to an annual count-down schedule and in line with our brochures, to collect as much data as possible, mobilise our customers at the right time and create more tightly-knit relations with them. " Pierrick Samson Bricomarché St Florent sur Cher, France
Key figures
- More than 1,500 contacts collected
- More than 600 projects detected
- 81% of customers accepted to be contacted