AccueilBelgiqueBruxellesStratégie digitaleGet to know your customers’ preferences

Get to know your customers’ preferences

mai 2016
Get to know your customers’ preferences
Description

For many Belgians, Tom&Co is the local specialist in pet food and accessories. The brand is the market leader with more than 140 shops, and is also active in France and Luxemburg. People come to Tom&Co for one of the 7 main sectors: dog, cat, fish, rodent, reptile, barnyard and garden. The first shop opened in Belgium in 1991, and the brand is a significant member of the Delhaize group which boasts an annual turnover of over €24 billion in 7 countries across 3 continents. So we had to create something that would reach a large audience already. 

Challenge 

Tom&Co believes in print – bigtime! It actively runs a programme with leaflets, announcements, folders, POS material and a magazine. Yet the real challenge lay in its digital communication. On top of that, Tom&Co has no loyalty card and their customer database was poor and not qualified. In fact, before the action was launched, Tom&Co’s database held only 30 000 contacts. So obviously, the company was eager to qualify and complete the database in order to be able to develop more meaningful communications with their various customers –all of which are great aims. 

Solution 

To make it effective, Hello Agency decided to make it personal. The “Placemat” action enabled participants to create a personalized placemat with their pet’s name and photo. To boost pick-up, the action was free and accessible to all (1 participation per e-mail address). To make it easy and fun, the action was run via a mini-site on the Tom&Co website in FR / NL. We followed a specific workflow: 

 --> Homepage 

--> Encoding of data (customer information) 

--> Uploading the photo (with min and max weight so as not to overload the server) and visual validation 

--> Sending the result to friends via mail 

--> Confirmation and sharing the action on Facebook.

To promote this action, Hello Agency also developed several other communications: 

 --> Communication in folder 

--> E-news to launch and to revive the action 

--> Website banners 

--> Facebook posts 

--> Community management during the action

The action was online for 2 months (15/12 – 15/02). 

Note: unfortunately, the action was not accessible via mobile due to the fact that the Tom&Co website is not responsive. 

Results 

-->Participation: 16 887 pet-lovers 

--> Qualification: better qualified database with information such as the owner’s name, type of animal, animal’s name and date of birth, favourite Tom & Co shop 

--> Recruitment: 3050 new opt-ins.

Get to know your customers’ preferences

mai 2016
Description

For many Belgians, Tom&Co is the local specialist in pet food and accessories. The brand is the market leader with more than 140 shops, and is also active in France and Luxemburg. People come to Tom&Co for one of the 7 main sectors: dog, cat, fish, rodent, reptile, barnyard and garden. The first shop opened in Belgium in 1991, and the brand is a significant member of the Delhaize group which boasts an annual turnover of over €24 billion in 7 countries across 3 continents. So we had to create something that would reach a large audience already. 

Challenge 

Tom&Co believes in print – bigtime! It actively runs a programme with leaflets, announcements, folders, POS material and a magazine. Yet the real challenge lay in its digital communication. On top of that, Tom&Co has no loyalty card and their customer database was poor and not qualified. In fact, before the action was launched, Tom&Co’s database held only 30 000 contacts. So obviously, the company was eager to qualify and complete the database in order to be able to develop more meaningful communications with their various customers –all of which are great aims. 

Solution 

To make it effective, Hello Agency decided to make it personal. The “Placemat” action enabled participants to create a personalized placemat with their pet’s name and photo. To boost pick-up, the action was free and accessible to all (1 participation per e-mail address). To make it easy and fun, the action was run via a mini-site on the Tom&Co website in FR / NL. We followed a specific workflow: 

 --> Homepage 

--> Encoding of data (customer information) 

--> Uploading the photo (with min and max weight so as not to overload the server) and visual validation 

--> Sending the result to friends via mail 

--> Confirmation and sharing the action on Facebook.

To promote this action, Hello Agency also developed several other communications: 

 --> Communication in folder 

--> E-news to launch and to revive the action 

--> Website banners 

--> Facebook posts 

--> Community management during the action

The action was online for 2 months (15/12 – 15/02). 

Note: unfortunately, the action was not accessible via mobile due to the fact that the Tom&Co website is not responsive. 

Results 

-->Participation: 16 887 pet-lovers 

--> Qualification: better qualified database with information such as the owner’s name, type of animal, animal’s name and date of birth, favourite Tom & Co shop 

--> Recruitment: 3050 new opt-ins.

Détails de la réalisation
work
Client
Tom & Co
place
Localisation
Bruxelles
business
Secteur du client
Animaux
people
Audience
Business to Consumer
public
Portée géographique
National
settings
Services proposés
Stratégie digitale
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