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CCD , Café Coffee Day a division of India's largest coffee conglomerate, Amalgamated Bean Coffee Trading Company Ltd A Rs. 750 crore ISO 9002 certified company, and pioneer of the café culture and the first to launch the ‘coffee bar’ concept in India Network strength: 1090+ cafés in 130+ cities/towns across India and growing Average Footfalls : 400 per café per day Average dwell time at café: 45 minutes Meeting place for 15-29 year olds The place these people frequent most after “home and workplace/college”. A place to meet friends and colleagues in groups of 3 or more A place where these youth rejuvenates and are free to be themselves rather than a place to be “seen at” CCD`s “In house research data ” shows that while customers come to CCD for their product offerings, a substantial amount of our customers come to “Hang out” with friends. The café is also the venue for business meetings (13% ), celebrating special occasions (10%) or just plain “Time Pass” (17%).
YOUTH BEHAVIOUR AT CAFÉ COFFEE DAY
Strong Voice in household purchases Make consumption related decisions in company of friends Consumption areas: Personal clothing & accessories, food, entertainment, consumer durables Influencers: Peer group, workmates. Tech Savvy Access to large amount of money to spend
Likes to seen at the right place Socially Active Hangs out at cafes/malls Looking for a good lifestyle Looking for a multiplicity of experiences Aspiration led purchases Seeks 'feel-good factor' and expression of identity through choice of brands consumed. But is also value conscious.
Spending Power: Rs 7,000-40,000 p.m.
(Sources – a) Ernst & Young Study – Yousumerism 2008 & b) Bates 141 study - 3 generations, 1 big market 2008)
KEY TARGET AUDIENCE Lucrative base of 3 million young consumers (15-30 yrs) • • 80% of these in 15-30 yrs age group Cumulative monthly disposable income of 2160 crores
Major chunk of CCD customers falls within the age group of 20 to 30 which accounts for 57% of the overall percentage.
The group comprises of mainly college going students and young working professionals.
SEX RATIO & MARITAL STATUS
Chandigarh U.T. and Beyond
There is a definite skew towards singles : 66% singles, 27% married & 7% others. GROUP SIZES Maximum foot-falls are in groups of size varying from 3 to 5 people followed by people coming in groups of 2, a major part of which are couples.
PROMOTIONS AT CAFÉ COFFEE DAY CCD ONGOING PROMOTIONS 1. From The Land Of Cool
2. Exciting Merchandise
3. Leaders of the future : Scholarship program for FLAME
CONTESTS @ CAFES Contests have been activated through leaflets/contest forms given out with the menucard /bill folders Drop boxes, which also add to prominent visibility, are used to collect all entries to the contest
CAFÉ GANG CARD
Café Gang is a discount based loyalty programme for our valued customers at Café Coffee Day which was launched a loyalty program that rewards customers for their repeat visits Launched on 18th Sep 2010 in Pune. Membership sold for Rs.49
Valid up to April 30, 2011 To build India's most iconic community of youth in the country – – – Understand consumer behaviour better Build a channel for constant communication Give the customers a reason for frequent / repeat purchases at the café.
• • • •
10% discount on all transactions at CCDs, starting with the immediate transaction Special Promotional Offers on visits To avail transaction post first transaction, members need to register via SMS Customers should send an SMS to (9902263333) – – – – – Membership Card no First Name Last Name Date of Birth Then the member is asked to send mother’s maiden name, after which the card is activated
YOUTH BRANDS IN CHANDIGARH : CUSTOMER LOYALTY PROGRAMS
Following brands offer customer loyalty programs for the youth in Chandigarh. Youth Brands Loyalty Programs
Levis : Levis Loop Madame : Wow Card , Madame Wonder Club Body Shop : Love your Body Krome, Kapsons Youth retail outlet : Kapsons Royale Club Pantaloons : Pantaloons Green Card The Chocolate Room Baskin Robbins Tommy Hilfiger Calvin Klein Westside Allen Solly, Van Huesen, Park Avenue etc UCB , Archies : Customer Database maintained Salons Offering student discount 15% discount offered by restaurants to initial customers
Levi Strauss & Co., one of the most popular apparel brands in the world, with a large market in India and an established presence of over 250 stores across the country, wanted to rollout a new customer loyalty program – the Levi’s® Loop, specifically designed for this region.
Faced with the challenge of penetration reaching a maximum in key cities in India as well as the realization that a bulk of their revenue was being generated by a “loyal base” of repeat customers, Levi’s® formulated a high-level customer relationship strategy, that aimed at gaining consumer insights, through a robust database, analytics and accurate targeting, in order to both improve relationships and its competitive advantage. The Levi’s® Loop program, that urged customers to ‘wear what you love and get rewarded’ targeted its primary audience, the youth of India. The digital program thus, besides providing information on the customary membership tiers & privileges, was to highlight the exclusive ‘Levi’s®’ lifestyle, providing opportunities to be part of ‘hip’ events and the latest fashion. The digital CRM program conceptualized and developed, in line with this theme and branding, covers the lifecycle of a customer, starting from the first purchase, initiation into the Levi’s® Loop program, ongoing communications and activities as well as membership renewals and upgrades. Digital components created and utilized as part of this journey include:
The Levi’s® Loop website, that allows access to members-only information and offers, besides redemptions Digital marketing campaigns to create greater awareness and targeted programs for members, based on information & reports from the CRM database Digital welcome kits on initiation, to educate new members on the benefits and privileges offered by the program eDMs to keep members informed of their Levi’s® Loop transactions, latest promotions, reminders to redeem points, renew and upgrade memberships
Mobile-based information channel to get notifications, reminders and on-demand information regarding membership status Online banners, increasing the popularity of the Levi’s® Loop program
With the Levi’s® Loop program being a customised version developed for the Indian audiences, the online website was designed with a creative touch that has enabled it to be integrated within the Levi’s® India website, giving it an ‘Indian’ flavor and keeping the digital representation of the program accurate. On the technology front, the website was integrated to the Levi’s® POS system to create a uniform view of the customer, as well as to facilitate the consolidation of activities and customer information.
3 Cards , 100 Rs = 3 Loop points Special Privileges, Loop points, Exclusive deals, birthday/aniversary deals, shopping scoops (pre sales), gigs (guest list of events) Purchases upto 1)Indigo Loop - 4999/yr 2)Copper Loop 4999/yr- 9999/yr 3)Gold Loop - >10000/yr . Levi’s® Promotions in sync with the Loyalty program Levis Curve Id Happy Birthday : Double the celebrations Buy worth Rs. 7000 and get sunglasses free
Levis Loop Card has 360 involvement with the brand using RFM Model.
Madame Wow Madame Wonder Club
Madame The brand an outcome of a 70-year old institution was incepted in 1993 with a foresight to dress the fairer teenagers with style & comfort western wear. The brand has matured with time and the customer base has increased from teenagers to the ladies in the mid 30s. but one thing that has remained synonymous in the brand is “contemporary styling.” Madame has been the first and only home brand to provide the Indian Girls & Women with western adaptation so exclusively. The company ventured into direct retailing in the year 2002 with the launch of the flagship store at Lokhandwala – Mumbai. The brand was nominated in the top five Women’s Western in the country by CMAI. With an in house designs cell, state of art machinery, work force from all verticals of management, creativity, administration; Madame has a zest to be always a style ahead. Exclusive retail presence ensures increased brand equity and opportunity to gouge customer response directly. Moreover, they provide an unvarying international shopping experience to our customer across all Stores. WOW CARD - Benefits WHY WOW? Because there are many advantages and no commitments WOW MONEY whatever the members purchase, they get credit. Wow LIFE they live the ‘wow’ life , as they enjoy exclusive concerts, gifts and trips WOW SALE the sales are even more wow , because wonder club offers more advantages
Happy WOW Members birthday is wow because they receive a wonderful present at your house and a 10% discount on a madame store WOW Season Members witness the first collections , first discounts & first offers. WOW WOW Web Members can space themselves at madame online.com know their credits, update information & many more
WOW CARD - Discounts
501 credits and upwards - 7% 1501 credits and upwards - 10% Discount at e-shop - 10%
Body Shop: Love Your Body
500 Rs. Membership Card , 10% discount, Rewards : 3rd /6th /9th /13th Qualifying Purchases of Rs. 2000 each : Rs 250/Rs 350/ Rs 500/Rs 1000 Rs. Gift Voucher respectively. Members Special : Invitation to Events • • • Save 20% on Love Gloss,Buy 2/3 : get 15/20% off Save 5% extra on ongoing offers Latest news and product launches
Download Mobile Coupons for special website offer
Krome : Kapsons Royale Club
Kapsons Royale Club The new Royale Club presents an ideal blend of royalty, style and privileges. Shop whenever you want, wherever you want.“Earn a discount while you spend an amount” BENEFITS 1. Bonus discounts on purchases. 2. VIP Sale invitation—special day of sale shopping. 3. Fashion Alerts via email/sms/post. 4. First to know about new promotions. 5. First to know about new offers & activities. 6. Inhouse Fashion Newsletter –Kaleidoscope. 7. Shop whatever, whenever, wherever you want at All Kapsons Outlets. 8. Special occasion discount (Birthday Anniversary and general cards).
ELIGIBILITY CRITERIA Membership Fees : Three Star Membership Rs 500. Five Star Membership Rs 750. Seven Star Membership Rs 1000.
Complimentary Membership on purchase made of and above Three Star Membership Rs 10000. Five Star Membership Rs 15,000. Seven Star Membership Rs 25000.
THREE STAR MEMBERSHIP REWARDS Special occasion discount (7.5%) 2 cards : Birthday Card and Anniversary Card
1. Discounts on purchases 2. Fashion Alerts via email/sms/post 3. VIP Sale invitations-Special Days of sale shopping 4. First to know about new promotion
FIVE STAR MEMBERSHIP REWARDS Special occasion discount (7.5%) 4 cards • • • Birthday Card Anniversary Card General Gift Cards
1. Discount on purchases 2. Fashion Alerts via email/sms/post 3. VIP sale invitation-special days of sale shopping 4. First to know about new promotion 5. First to know about new offers & activities 6. Inhouse fashion newsletter-Kaleidoscope 7. Enrollment of kids to Kapkips Brigade-A kids activity program 8. Priority privileged billing.
SEVEN STAR MEMBERSHIP REWARDS
Special occasion discount (10%) 6 cards
• • •
Birthday Card Anniversary Card General Gift Cards
1. Discount on purchases 2. Fashion Alerts via email/sms/post 3. VIP sale invitation-special days of sale shopping 4. First to know about new promotion 5. First to know about new offers & activities 6. Inhouse fashion newsletter-Kaleidoscope 7. Personalised shopping assistant 8. Complimentary home delivery of purchase under alterations* 9. Enrollment of kids to Kapkids Brigade-A kids activity program. 10. Birthday Gift hamper to member* 11. Birthday Gift hampers to Kapkids Brigade members* 12. Special time to time coverage in our inhouse fashion newsletter-Kaleidoscope. 13. Priority privileged billing
Promotions • Snap and Click Contest : Most stylish pic will win a gift hamper worth Rs 3500 or Rs500 and there is a Sure gift for every participant • School Of Rock • World Environment Day • Go clean and Green
Pantaloons Pantaloons Green Card
1 Star Members
Gift Voucher worth Rs. 200 on enrolment
3 Star Members
5% discount on every purchase
5 Star Members
An exclusive 7.5% discount on every purchase
7 Star Members
A whopping 10% discount on every purchase
Pantaloons Green Card
It’s a passport to a whole new world of exclusive benefits and privileges. • • • • • • Instant discounts for every time you shop at Pantaloons. Exclusive shopping days to get hold of latest merchandise. Regular updates on collections and promos via catalogues, sms and email. Special invites to the most happening events. Extended exchange periods and complimentary drops for alterations. Exclusive billing counters.
One card, any store Membership & 12 month Purchase-based Upgrading System
Three Star Card - Upgrade to a 3 star status by shopping for Rs. 8000/- immediately preceding 12 months of current shopping date. Five Star card - Upgrade to a 5 star status by shopping for Rs. 20000/- immediately preceding 12 months of current shopping date. Seven Star - Upgrade to a 7 star status by shopping for Rs. 40000/- immediately preceding 12 months of current shopping date. 12 month Purchase-based Upgrading System When you shop at Pantaloons and your total purchase (including that day) in the previous 12 months totals to the criteria value of the next tier, you upgrade to the next status. Membership Validity • • 1 Star card is valid for a period of 2 years from the date of enrolment. 3, 5 and 7 star cards are valid for a period of one year from the date of upgrade.
Membership Renewal • • • • Purchase worth Rs. 8000 within 2 years of card issue date and retain a 1 star status. Purchase worth Rs. 8000 within 1 year of card issue date and retain a 3 star status . Purchase worth Rs. 20000 within 1 year of card issue date and retain a 5 star status . Purchase worth Rs. 40000 within 1 year of card issue date and retain a 7 star status
Cards @ a Glance
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