Operator of the Air Miles loyalty programme in the Netherlands cuts campaign delivery time by more than half with smartFOCUS product suite
smartFOCUS, a global provider of multi-channel marketing software, has been chosen by Loyalty Management Netherlands (LMN) to deliver a fully integrated marketing solution to help shorten the time between campaign development and response management. LMN has been able to revolutionise the way marketing campaigns are planned and executed. In just a short time, the newly implemented smartFOCUS marketing suite has cut campaign time to market from 17 days to a week, with LMN on target to reduce this time even further, to a couple of days.
Launched in 1994, LMN operates one of the most a successful Air Mile schemes, with over three million households signed up in the Netherlands, offering households significant discounts on flights, holidays and other promotional gifts. The households have an account holder, often a husband or wife, who earns the points every time they travel, making it the most popular scheme in the Netherlands.
smartFOCUS provided LMN with a complete product suite, fronted by the flagship smartANALYZER product, to drive decision making and ensure information is transparent to marketers. smartMARKETER eChannel will deliver effective email marketing across all e-newsletter campaigns. These modules together will allow LMN to segment the customer database and deliver targeted and personalised campaigns from beginning to end.
LMN has teamed up with smartFOCUS to initiate the ‘Analysis and Campaigning Project’ - a series of steps created for LMN to complete and understand its customer base better. These objectives are:
- Shorten the time between campaign development and their response management, especially for digital campaigns.
- Increase the effectiveness of marketing campaigns and improve segmentation by analytics
- Increase efficiency, allowing better quality work to be produced in a shorter period of time
- Achieve greater insight into LMN’s customers – to understand their behaviour and response to campaigning activity
These steps mean that LMN can offer a first class service to its air miles customers, with targeted campaigns for each household. Campaigns are fast to construct, and can be analysed at any stage, allowing LMN to constantly refine and improve its marketing strategy. The Air Miles business partners are also kept more informed, due to improved access to detailed dashboard reports.
Joost Bosma , Loyalty Manager for LMN, said: ”Before smartFOCUS, we used a range of different tools that couldn’t work side by side, making the whole marketing system slow and costly. The cohesiveness and the experience smartFOCUS was able to bring to our marketing has been invaluable, and the results so far prove we have made the right choice.”
Chris Underhill, CEO, smartFOCUS said: ”smartFOCUS is proving itself as top choice for any business that wants flexible and powerful marketing, in or outside the UK. It’s fantastic to see companies such as LMN relying on us, not just for the software but also for the great team we have working across all of our offices. LMN will be using smartFOCUS as the core marketing platform for the business, and we look forward to playing a key role in its continued success.“
Erik van de Water, Business development manager Netherlands, smartFOCUS added: ”We are proud to have added LMN to our list of prime smartFOCUS users in the Netherlands. proving that we offer a very competitive solution to the Dutch home-market.”