Success Story: Berdoz
How does Berdoz improve the customer experience through personalised loyalty programmes?
The client
With 20 branches, Berdoz has been the leading specialist in vision and hearing care in French-speaking Switzerland since 1984.
Their mission: to improve their customers’ quality of life through good vision and better hearing.
Their DNA: a dynamic company that has been reinventing itself for 35 years to serve and support its customers at every stage of their lives by offering an experience tailored to their needs.
The context
Berdoz has always been committed to putting the customer at the centre and gathering information about them to get to know them better. It is therefore only natural that today, thanks to digital tools, Berdoz is tapping into this goldmine of data to offer new experiences to its customers. The experience takes place in-store, and digital technology will help not only to attract customers but also to stay in touch with them afterwards, ensuring the company remains as closely attuned to their needs as possible: “web-to-store-to-web”.
The solution
Berdoz previously engaged its customers solely through a paper-based loyalty scheme. This presented two problems: a lack of flexibility due to the constraints of print production, and high costs. The question then arose of how to improve customer relations, deliver the right message at the right time, and rely even more heavily on the customer database. Marketing automation emerged as the solution.
Our partner, Colombus Consulting, therefore supported Berdoz with their marketing automation project: customer segmentation, customer journey modelling, integration with the customer information system, change management, design of customer engagement programmes, and implementation and activation.
The challenges
For Berdoz, the key challenges will be to ensure that, overall, the new customer engagement programmes put in place generate traffic not only to physical stores but also to the website and customer portals, which are key points of connection and interaction with their customers.
A final, very important challenge: the protection of personal data and compliance with the GDPR.
The results
- Over 220 steps have been automated
- Over 40 customer engagement emails implemented
- 99.4% deliverability – 25–60% open rate – 2–8% click-through rate
- Highly personalised communications
- Reduced communication costs thanks to the digitisation of a significant proportion of offline campaigns
Upcoming projects
- Implementation of a new customer onboarding programme
- Tracking digital versus offline performance
- Collecting more data to ensure messages are even more targeted
- Decentralised in-store marketing to give shops greater autonomy
Watch their success story on video
Featuring Aurélie Duplais, Marketing Director at Berdoz, and Jean Meneveau, Associate Director at Colombus Consulting
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