A complex challenge for Albert Heijn
Albert Heijn introduced the AH Mobiel brand in 2002. To do so a number of new business processes had be implemented. That was the challenge for 2organize.
Shopping and prepaid calling
Albert Heijn is the biggest retailer in the Netherlands and since 1927 proudly bears the designation of ‘Purveyor to the Royal Household’. With about 700 shops nation wide, clients can always find an Albert Heijn close by. In 2002 Albert Heijn introduced its own prepaid telephony label under the name AH Mobiel.
Making an introduction
For Albert Heijn the introduction of their mobile telephony label was a completely new activity. The objective was clear: AH Mobiel had to be introduced on the market professionally and then become a successful label. Albert Heijn was confronted with a large amount of practical challenges. To take on these challenges, they called upon 2organize, a specialist with years of experience in the mobile telecom market.
A client database is the solution
2organize implemented a Campaign Management & Execution System (CMES), including a reporting environment for Albert Heijn. This system functions as AH Mobiel’s client database. Using the CMES targeted campaigns can be carried out on the basis of client profiles and calling data.
The first contact moment with the AH Mobiel client takes place in the shop when purchasing the ‘calling tin’. By sending in personal data, the client can receive free call credit with the possibility of free number porting. 2organize receives the free call credit and number porting requests and processes them in the CMES. In the CMES, the history of these campaigns is built up and client data is established.
AH Mobiel talks of expanding the implementation of traditional media to Internet as a form of client contact. 2organize offers AH Mobiel the possibility of having increasingly more client processes take place through the Internet, such as number porting, recharging and campaigns. Moreover, in close collaboration with Albert Heijn, 2organize ensures the physical composition of the new label’s packaging, the calling tin, and has been handling the fulfilment process ever since.
AH Mobiel is a good example of a client who, after a small-scale start, helped 2organize expand its range of services. First, the emphasis was on getting clients, now together with AH Mobiel 2organize aims at increasing of client value and client retention. The built up client database has been enhanced with client profiles and linked to the database with calling data. As a result clients can be approached in a more targeted way. As well, 2organize has implemented an online reporting environment within the CMES, which meets AH Mobiel’s increasing need for information.