Arcueil
December 16, 2012

Flo Group selects Neolane to dialog with its consumers!

Neolane has been selected by the Flo Group, specialist in commercial catering, to run the new Hippopotamus customer loyalty program thanks to personalized communications via all channels: mail, email, mobile and, for the first time, using sales receipts.

Neolane, a French software publisher specialized in marketing and customer communication, has been selected by the Flo Group, one of the leaders in France for commercial catering, to provide support for the new “My Card” customer loyalty program from Hippopotamus thanks to personalized communications via all channels: mail, email, mobile and, for the first time, through sales receipts.

An innovative customer loyalty program

In effect, Hippopotamus has launched an ambitious customer loyalty program that is completely new to the seated restaurant sector. Each customer will receive a loyalty card and a personal page on the www.hippopotamus.fr website. With each visit to the restaurant, the card owner fills up his or her account with 10% of the bill amount, with the total being made available after the fourth visit. In addition, the customer will also receive personalized offers thanks to the data collected. The objective is twofold: to respond to consumer expectations and improve the customer knowledge base by creating a marketing database.

"Over and above the satisfaction of our consumers, we want to create a true customer reference database to allow us to deploy an effective and innovative relational marketing strategy", explains Xavier Pissot, IT Manager at FLO Group. "We have selected the Neolane platform for its capacity to support the entire program: from the calculation of loyalty points to the management of all marketing communications".

A first: the sales receipt is turned into a truly personalized communication channel

The Flo Group uses Neolane to manage the marketing database, define and apply the calculation of the collected amount, and create and personalize the content of all loyalty program-related messages. In addition to the traditional channels of mail, email and mobile, Neolane and the Flo Group have, for the first time in a cross-channel marketing solution, integrated the cash-register system as a personalized communication channel. Thus, each time a loyalty program member pays at the cash register, Neolane communicates the personalized information to be printed in real time. This information is of course linked to the customer profile and consistent with the messages sent via other channels.

Other communication channels, such as smartphones, will soon be added to the system, and probably including social networks later on: "The Neolane platform incorporates emerging channels as communication channels in their own right, allowing the deployment of truly cross-channel strategies with our customers".

For François Laxalt, manager of Market Intelligence at Neolane "It is the first time that we will communicate with consumers via the sales receipt, thus widening the palette of channels incorporated into our marketing platform. We are delighted to be part of this major project, which is completely new to the seated restaurant sector in France".

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