WE HELP YOU CREATE STRONGER RELATIONSHIPS WITH YOUR CUSTOMERS

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Our philosophy .......................................................4

Our history .............................................................6

Our focus is on your customers ...............................10

Our services .........................................................12

From gut feelings to data-driven marketing .................16

The strongest currency in the world: Loyalty .............18

The digital journey .................................................20

The customer journey ............................................22

Did you know .......................................................24

Benchmark Loyalty Scandinavia ..............................26

Our customers ......................................................30

CASES

BAUHAUS ...........................................................32

Thomas Cook Airlines ............................................34

SOS Children’s Villages ..........................................38

SF Bio .................................................................40

Nordic Choice Hotels .............................................42

Cervera ................................................................46

The telecom company, 3 ........................................50

2 CONTENTS CONTENTS 3

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We are a full-service communication firm working with

digital and paper-based market communication. We have

more than 40 years of experience with data-driven

relationshipmarketing and handle both customer loyalty

solutions, marketing automation, output management,

and the production of individualised campaign material,

packing and distribution - from the idea phase to the

final product arriving in the customer’s physical or digital

mailboxes.

We believe that more people will come to appreciate the

qualities and opportunities of the print media combined

with the data about the customers which is available to

companies today.

We help our customers optimise and automate their

market communication across channels. In other words:

We help our customers build stronger relationships with

their own customers.

As a customer, you can jump on board wherever it suits

you. Our goal is to ensure that you always get a quality

product, regardless of where in the process you are.

Communication requires better

synergy between the digital and

the paper-based worlds. We see

a huge potential in combining

print media with data about the

customers. This is actually our

entire DNA.

4 OUR PHILOSOPHY OUR PHILOSOPHY 5

OUR HISTORY

FROM ENVELOPE PRODUCTION

TO A DIGITAL COMMUNICATIONS FIRM

For more than 100 years, InterMail has been known throughout the

Nordic region for our production of quality envelopes. What most

people do not know, however, is that during the last 40 years we

have also become one of the Nordic region’s largest digital players

in omnichannel marketing execution, relationship marketing, and

loyalty programmes. Today, more than 100 employees help to

ensure that our customers get the best possible effect from their

market communication through integrated communication solutions

- both in print and digitally, of course.

6 OUR HISTORY OUR HISTORY 7

At InterMail, we view diversity as an invaluable asset. When different

people with versatile competencies work together, we gain more

perspectives on the tasks and thereby more opportunities to come up

with the optimal solutions and the best ideas.

“ONLY WITH HAPPY AND SKILLED EMPLOYEES WE CAN DEAL WITH THE CHALLENGES OF THE FUTURE”ANDERS ERTMANN, CEO, INTERMAIL A/S

OUR HISTORY 98 OUR HISTORY

SMS

e-mail

customer club

social media

secure pdf

paper-based ERP communication

track & trace

archive

campaignmanagement

web

CRMERP

webshop

customerservice

checkoutterminals

app

geo-location

secure

packaging

At InterMail, we offer a broad portfolio of services within digital and paper-based communication. This provides our customers with the opportunity to choose us as a supplier of one or more products: from IT-based loyalty programmes, output management solutions with document and file management, mail merge, template design and an electronic archive of e-invoicing, distribution of emails and text messages for printing and variable print of campaign materials, enveloping, foiling, packing, storage, and distribution. In short: From idea to the finished product which ends up in the customer's physical or digital mailbox.

If you are working in a marketing or sales function or are in any other way involved in campaign activities, what is your most important focus when selecting a new supplier? Flexibility? Competitive prices? Fast delivery? Professional advice? Or having everything under the same roof?

We have our own production and development capacities, ensuring that you will get a quality solution no matter where in the process you want our assistance – at competitive prices with fast delivery, great flexibility, and advice from our many skilled employees.

OUR FOCUS IS ON YOUR CUSTOMERS

We collect data on your customers from all channels and disseminate your communication

to customers via all channels as well.

10 OUR FOCUS IS ON YOUR CUSTOMERS OUR FOCUS IS ON YOUR CUSTOMERS 11

FULFILMENTCRM PLATFORMS

IM Loyalty

IM Reward

RelationPlus

ADMINISTRATIVE COMMUNICATION

IM Connect

MARKETING COMMUNICATION

IM Campaign

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The more you know about your customers, the better you can communicate with themOur loyalty programmes, RelationPlus and IM Loyalty, will provide you with an overall view of your customer database and help you target your efforts towards your most attractive customers and leads. You will get a clear overview of each customer to enable you to target resources and carry out initiatives based on where the customer is on the customer journey. In addition to segmenting and analysing your database, you can perform activities that extend and strengthen your relationship and give you more loyal customers.

Our loyalty programmes help you exploit the full potential inherent in your customers. You can identify what customers in your customer club are most profitable and document the return on every penny invested in marketing activities. Ultimately, customer loyalty is about business, and the conclusion is clear: You can see the results on the bottom line.

Bonus systemsWe handle transactions in excess of DKK 10 billion every year, and we take care of the automatic bonus payouts. Regardless of whether it is accumulation of bonus points or deduction of bonus directly in connection with purchases.

MARKETING COMMUNICATION

We help mapping the customer journey and build your marketing automation solution in IM Campaign. This gives you effective and future-proof market communication. We can construct both simple campaigns and highly specialised flows, and through our output management systems we ensure that your communication reaches the customers via all channels.

ADMINISTRATIVE COMMUNICATION

Our document management and e-invoicing system, IM Connect, manages a complete or a partial outsourcing of the administrative and financial communications with your customers. Via the channels you want, either as letter, print, email, e-Boks, or similar. Printer driverIf you have installed our IM Connect printer driver, we take care of all your documents on an as-required basis and distribute them to the channels of your choice. This way, you avoid troublesome and expensive administrative tasks. Track & TraceYou can always be sure that the recipient gets the document, as the Track & Trace function ensures that a physical letter is automatically sent if a document, for example sent by email, is registered as being unopened.

We are behind some of the Nordic region’s largest and most groundbreaking direct

mails, and loyalty programmes, and each year we communicate with more than

100 million consumers across various channels.

12 COMMUNICATION COMMUNICATION 13

ArchiveAll documents can be automatically archived in our online archive, regardless of whether they are invoices, order confirmations, or the like. This allows you to quickly and simply retrieve the documents when you receive customer inquiries. Your customers can also search through their own documents, which helps to reduce your customer service expenses.

FULFILMENT

PrintingAt our domicile in Hvidovre, we have a large physical production capacity that delivers materials to all of Europe. We produce letters, invoicing paper, folders, postcards, flyers, catalogues, etc. Whether they are offset or digitally printed depends on the type of assignment and the quantities to be printed – and whether or not you have variable data. Enveloping and foilingWe provide safe and effective enveloping services with the latest techniques in the area, and we have machines that can work with most envelope formats. We also have the option of enclosing several types of attachments and shipments to your recipients, thus reducing your shipping costs. Foiling is a good alternative to enveloping. Foiling is ideal when you want packaging that protects against elements and when you want your message to be elegantly wrapped. If you choose to use foiling, you will also have more opportunities for enclosing attachments than you would with an envelope. Even from a postage cost and environmental point of view, foiling can be a good alternative since foil weighs less than an envelope and can be manufactured from CO2-neutral materials. Manual packingSometimes you need your message to “stick out”, and so you might choose an unconventional envelope format or enclose material which is not suitable for machine packing. Not a problem. In that case, we will just pack your message manually. And we pack both quickly and securely. We can help you send your communication digitally or physically and through various channels. The most important thing is that you send the right message to the right target group at the right time through the channel chosen by your customer.

ANDERS ERTMANN, CEO, INTERMAIL A/S

“At InterMail we know that having a deep insight into your customers’ individual needs and behaviour

is one of the most important ways to gaining stronger customer loyalty and generating more sales.

And as technology advances, it becomes possible to develop solutions that automate data-driven

marketing. There are many who offer such a service, but unlike the big, standardised solutions we have chosen to only provide solutions that match your

needs exactly – no more, no less.”

14 COMMUNICATION COMMUNICATION 15

FROM GUT FEELINGS TO DATA-DRIVEN MARKETING

The advantages of communication based on data rather

than gut feelings is that you have a more precise picture

of your customer. A customer club can help you with

this. A well-run loyalty programme can provide your

customers with a sense of exclusivity: “Here, it’s all

about me and my needs!” Today, children, parents, and

grandparents shop at the same places, but their needs

are different. This makes it necessary to communicate

with your customers on an individual level.

CHARLOTTE NOVELLA, SALES MANAGER,

INTERMAIL A/S

“In future communication, it will all be about going back to basics – and to act

like the local shopkeepers of earlier times who knew their customers and their

needs. It sounds simple, but optimising an omnichannel user experience for thousands of customers is a very demanding task, and

it requires the right tools and solutions.”

CHURN

ABANDONED BASKET

LOW CLICK RATE

LACK OF CONVERSIONS

LOW CUSTOMER SATISFACTION

LACK OF (CRM) RESOURCES

PAINS

EXTEND CUSTOMER LIFETIME

INCREASE PURCHASING FREQUENCY

INCREASE PURCHASING AMOUNTS

UPSELLING AND CROSS-SELLING

HIGH CUSTOMER SATISFACTION

INCREASED LOYALTY

INCREASED AUTOMATION – CRM NOT A BOTTLENECK

GAINS

16 FROM GUT FEELINGS TO DATA-DRIVEN MARKETING FROM GUT FEELINGS TO DATA-DRIVEN MARKETING 17

THE STRONGEST CURRENCY IN THE WORLD:

LOYALTY

When loyalty has been created, you have both a valuable and

long-term customer relationship and a strong ambassador for

your brand. By taking good care of your existing customers, by

listening to them and communicating with them on their terms,

you increase the purchase frequency as well as loyalty.

Ultimately, customer loyalty is about business, and here, the

conclusion is clear: You can see the results on the bottom line.

LET US SHOW YOU AN EXAMPLE

HERE YOU HAVE 2 CUSTOMERS

LOYAL CUSTOMERMember of your customer club

REGULAR CUSTOMER

Not a member of your customer club

WATCH WHAT HAPPENS WHEN A LOYAL CUSTOMER:

Number of purchases per year 4

Spend per visit DKK 500

Spend per year DKK 2,000

Duration 2 1/2 years

Total amount DKK 5,000

... AND WHAT IF YOU HAD 5,000 LOYAL CUSTOMERS?

Total amount DKK 25,000,000 Total amount DKK 45,000,000

Number of purchases per year 5

Spend per visit DKK 600

Spend per year DKK 3,000

Duration 3 years

Total amount DKK 9,000

A LOYAL CUSTOMER CAN THEREFORE SPEND UP TO

80% MORE

1 SHOPS ONCE MORE PER YEAR 2 SPENDS DKK 100

MORE PER PURCHASE 3 REMAINS A CUSTOMER FOR 6 MONTHS LONGER

18 THE STRONGEST CURRENCY IN THE WORLD: LOYALTY THE STRONGEST CURRENCY IN THE WORLD: LOYALTY 19

OFFLINE

STRATEGY

ONLINE

AS MUCH AS WE LOVE WORKING

WITH CUSTOMERS ON THEIR DIGITAL

JOURNEYS, WE DO NOT FORGET THE IMPACT

OF PRINT MEDIAIt is not a question of either/or when it comes to communicating with the end user, but rather a question of combining the best of both worlds and taking full advantage of the strengths of the various channels. We have the experience and courage to advise you on what works, rather than just running on autopilot and only choosing the latest. We are actually most comfortable when we have our hand on the helm and are allowed to set the course and advise on the selection of message, channel, timing, and target groups.

20 THE DIGITAL JOURNEY THE DIGITAL JOURNEY 21

Data has become the new currency, and it is both traded and swapped in

order to optimise businesses and generate additional sales. However, data

is worthless if you have not decided in advance what you want to use the

data for and which insights you want to gain. At InterMail, we use data to

map the customer journey in order to communicate the right message to

the right target group at the right time in the channel selected by your

customer. This is how we make market communication personal!

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Needs

Analysis

Purchase

Use

Evaluation

22 THE CUSTOMER JOURNEY THE CUSTOMER JOURNEY 23

45,5%

29,2%

10,2%

4,8% 4,4%

28,3%

OPENING RATE CLICKRATE

45%

STORE STORE

80/20

Sources: United States Postal Service, Bain & Company, ”Why Marketing should be Personal”, econsultancy.com

29%

66%

5%

... that personalisation in email marketing is very effective?

Personalised content

Name

Generic mail (control group)

... that approximately 80% of physical mail is opened by the recipient, as opposed to only approx. 20% of emails?

... that Danish companies in general have the potential for even greater personalisation ?

We don’t do it at all We do it on a basic level We personalise intensely

DID

YO

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NO

W ..

.

... that customers who are part of a loyalty programme spend up to 67% more, every time they shop?

...that the response rate is increased by 45% when combining email, mobile, and physical deliveries?

... that after 10 purchases, a loyal customer has recommended you to 7 potential customers?

... that loyal customers visit the shops they are members of 3 times as often as the average customer who is not a member?

24 DID YOU KNOW ... DID YOU KNOW ... 25

CHARLOTTE NOVELLA, SALES MANAGER,

INTERMAIL A/S

“We want to inspire our customers to optimise their customer

communications, so that they succeed in getting loyal and

profitable customers.”

26 BENCHMARK LOYALTY SCANDINAVIA BENCHMARK LOYALTY SCANDINAVIA 27

Benchmark Loyalty is an annual conference for

all those who work with or would like to know

more about personalised communication, loyalty,

and customer clubs. The conference is held by

InterMail in both Copenhagen and Stockholm,

and in 2017, the focus in Copenhagen was on

“Tomorrow’s data-driven customer journey” and

new trends in Marketing Automation. The

theme in Stockholm was “Customer loyalty in

a data-driven world.”

PETER ANDERSSON, SALES DIRECTOR,

INTERMAIL AB

“The opportunities for using personal customer

communication are endless when you combine customer

insights with data.”

OUR FOCUS IS ON YOUR CUSTOMER / INTERMAIL 2018 2928 OUR FOCUS IS ON YOUR CUSTOMER / INTERMAIL 2018 BENCHMARK LOYALTY SCANDINAVIA 2928 BENCHMARK LOYALTY SCANDINAVIA

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BAUHAUS

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ANNA GUSTAFSSON, CRM MANAGER, BAUHAUS

“A really great comprehensive solution for BAUHAUS’ CRM work that allows me to focus on markets and campaigns.”

“A simple and easy to manage loyalty system with

the best possible personal support. InterMail is like

an extension of my arm that helps me operate the

BAUHAUS customer club,” says Anna Gustafsson,

CRM Manager at BAUHAUS.

The challengeThe DIY chain BAUHAUS wants to provide the absolutely widest selection of products in the industry at low, competitive prices and to deliver effective customer service. The challenge has partly involved getting to know the customers even better in order to create relevant communication, and partly involved linking credit offers with advantages, discounts, and special deals. At the same time, the CRM department is run by just one person, making it a requirement that the comprehensive loyalty-creating solution should be both simple and easy to manage and have good access to support.

The solutionThe CRM tool RelationPlus from InterMail was implemented in 2015 in the existing BAUHAUS card. The BAUHAUS card is a credit card without fees in collaboration with Resurs Bank, and it offers bonuses and membership advantages to the customers. Members are recruited via the BAUHAUS card for the BAUHAUS bonus programme via stores and the homepage. This way, all customer data is gathered in RelationPlus. At the same time, RelationPlus is a campaign -driven CRM solution integrated with the various BAUHAUS communication channels.

The resultAnna Gustafsson, CRM Manager at BAUHAUS: “I’m very grateful for this loyalty solution, because I am running the tool on my own and with such a large customer database. BAUHAUS has gained much more knowledge about our customers and their behaviour, and this allows us to work smarter and adjust our marketing to greater effect. We are a large company, but I’m the only one working with CRM issues. I greatly appreciate that RelationPlus is a simple and easy comprehensive solution that I can manage on my own. But the best part is the personal assistance and the support I get from Helena, Magnus, and Per from InterMail. They are committed to our business. This commitment applies to support for development questions, analysing customer data as well as the daily tasks such as sending files for bonus releases. Helena from InterMail might just as well be an employee here at BAUHAUS.”

32 CASE: BAUHAUS CASE: BAUHAUS 33

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THOMAS COOK AIRLINES

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From traditional print and enveloping to marketing

automation – with a vision of becoming the best

choice for air travel with the industry’s most

satisfied customers, relevant offers and duty-free

sales play a significant role for the almost 23

million travellers that Thomas Cook Airlines flies to

their holidays and business trip destinations.

Thomas Cook Airlines’ challengeIn September 2015, when Thomas Cook Airlines decided to start a collaboration with InterMail, the challenge involved sending their duty-free catalogue out to customers across the entire Nordic region, the UK, and Germany. This included printing the accompanying letter, order sheet, and return envelope, as well as enveloping or foiling the catalogue itself. And, on top of that, optimising the postage costs.

Before the collaboration with InterMail, Thomas Cook Airlines ran the processes through an in-house developed IT solution, with limited options for using customer data – everyone received a one-size-fits-all standard letter.

At the same time, Thomas Cook Airlines wanted a more future-proof and scalable solution so that going forward they would be able to communicate on a more individual and personal level with the customers. Thomas Cook Airlines has large amounts of data stored on their customers, and they want to use transaction and behavioural data more proactively in the form of trigger-based and personalised communication, where offers are customised for the individual customers based on past behaviour and interests.

Our solutionInterMail receives all data on Thomas Cook Airlines’ customers on a daily basis,and via InterMail’s Output Management solution, data is sorted by address, and text and contents such as, for example, offers, can then automatically be put together and merged for the individual customer – who then receives a far more personal and relevant communication from Thomas Cook Airlines in connection with their upcoming journey.

Additionally, everything is printed, packed, and foiled and made ready for shipping. InterMail sorts by address, and together with Thomas Cook Airlines, they choose the right distributor. The collaboration is still in its early stages, so Thomas Cook Airlines does not have a full overview of precisely how much money they are saving on postage per year, but the potential is substantial!

34 CASE: THOMAS COOK AIRLINES CASE: THOMAS COOK AIRLINES 35

The futureGoing forward, Thomas Cook Airlines will become capable of accessing the system and working even more proactively and with more automation with their data and the knowledge about the travellers. Beyond this, it will also strengthen Thomas Cook Airlines’ position relative to advertisers both at the airport and at the destination, as they will also have the opportunity to reach the travellers with relevant offers before they arrive.

“In the future, we will be capable of increasing both sales, additional sales, and cross-sales for the customers before, during, and on the way home from their journeys. We know, for example, that if we send a fragrance sample with our catalogue, the sale will increase by 700% for that fragrance, and when it becomes possible for us to segment on a one-to-one basis, we can, for example, send sunscreen samples to families with children and tour descriptions to our senior travellers.”

About Thomas Cook AirlinesThomas Cook Airlines is part of the Thomas Cook Group Airlines and have around 100 modern passenger planes at their disposal, and this makes it one of the world’s leading providers of vacation travel. In the Nordic region, Thomas Cook Airlines works closely with Spies in Denmark, Ving in Sweden and Norway, and Tjäreborg in Finland. Thomas Cook Group currently employs approximately 28,000 people, including 1,000 in Thomas Cook Airlines Scandinavia.

“InterMail won the tender, as we could see that they were capable of both resolving the here-and-now tasks and at the same time helping us get started with marketing automation, allowing us to communicate in a more personal and differentiated manner with our customers.”HELLE KJÆR, MARKETING MANAGER, THOMAS COOK AIRLINES

36 CASE: THOMAS COOK AIRLINES CASE: THOMAS COOK AIRLINES 37

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SOS Children’s Villages is one of the world’s largest

private humanitarian organisations working with

children. For over 60 years, they have worked on giving

orphaned and vulnerable children a loving home and a

safe upbringing in a family environment. Today, SOS

Children’s Villages are present in over 130 countries

across the globe.

SOS Children’s Villages in Denmark is a member of the umbrella organisation SOS Children’s Villages International. The global federation coordinates the work and makes sure that the help coming in from the various contributors and countries is managed effectively, and that the work being done around the world keep the principles of SOS Children’s Villages.

The challenge for SOS Children’s VillagesSOS Children’s Villages is constantly focused on keeping costs down, and in 2014, only 6.4% was spent on administration. Administration is necessary to ensure that funds reach their destination and that ‘parents’ and other donors receive the information they require.

In order to help even more orphans and vulnerable children in the future, SOS Children’s Villages is continually carrying out new campaigns and initiatives that provide more money to the aid work. SOS Children’s Villages has the objective that for every time they invest DKK 1 in new campaigns, it must generate at least DKK 5 in new income. In 2015, one of the activities was the nationwide collection, which ended up bringing in DKK 5.6 million with the assistance of 4,300 volunteer collectors.

Our solutionInterMail helps SOS Children’s Villages with producing and packing the material for the nationwide collection. A “collection kit”, for example, consists of a personal info letter for the collector, a personal route outline, labels to put on their clothes, a collecting jar, an info folder, and a stack of folders that the collector can put in the mail box where no one is home on the collection day.

“InterMail is efficient and has a flexible and constructive approach to the collaboration. This means that we can concentrate on our communication and campaigns – and feel confident in letting the professionals handle the packing, printing, and enveloping,” says Jakob Kjøller, campaign manager at SOS Children’s Villages.

SOS CHILDREN’S VILLAGES

JAKOB KJØLLER, CAMPAIGN MANAGER, SOS CHILDREN’S VILLAGES

“InterMail is efficient and has a flexible and constructive approach to our collaboration. This means that we can concentrate on our communication and campaigns – and feel confident in letting the professionals handle the packing, printing, and enveloping.”

PR

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38 CASE: SOS CHILDREN’S VILLAGES CASE: SOS CHILDREN’S VILLAGES 39

SF B

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CA

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SF BIO’s challengesBefore SF Bio implemented RelationPlus, the customer database of the members of the loyalty program, Bio Klubben, was spread over several systems. These data could therefore not be used actively in the communication, and we were unable of measuring the results of campaigns and follow up on ineffectiveness. Segmentation did not involve member’s interests and which films they were interested in, meaning that all club members received the same communication.

Our solutionBy using RelationPlus from InterMail, SF Bio has acquired a loyalty solution that actively uses customer data for segmentation, which allows targeting of their mailings, so that members only receive the information and offers they are interested in.

This gives SF Bio greater options for communicating with their members. They also use it internally to show the results that the customer club actually generates, and the marketing department is able to extract key figures – which they could not before. It allows SF Bio to accurately measure the performance of individual campaigns.

”In my opinion we obtained these benefits right away. We quickly got started and the system is scaled, so we had the option to start on a smaller platform, which we have since built upon,” says Maria Rosén, Customer Loyalty Manager with SF Bio.

”We have had several rounds of training, all depending on our needs,” says Matilda Herrgårdh Helzén, Cinema Club Coordinator with SF Bio. “They respond promptly when we need support, and they are easy to work with. I am extremely satisfied,” says Matilda.

”Relation Plus has provided us with the tools to communicate personalized with our members and has also allowed us to measure the results of our priorities to create long-term customer relations. In other words: In our efforts to turn even more cinemagoers into devoted cinema lovers!” concludes Maria Rosén.

SF Bio is part of Nordic Cinema Group, the Nordic region’s

largest cinema chain. It has 103 cinemas and a total of 586

screening rooms in six countries - Sweden, Norway, Finland,

Estonia, Latvia, and Lithuania. SF Bio operates 22 cinemas in

Sweden with a seating capacity exceeding 32,000 distributed

across 244 screening rooms. The newest cinema is Filmstaden

Scandinavia, and it provides a unique cinema experience with,

among other things, Sweden’s first IMAX cinema room.

“Relation Plus has provided us with the tools

to communicate personalized with our members...”

MARIA ROSÉN, CUSTOMER LOYALTY MANAGER,

SF BIO

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40 CASE: SF BIO CASE: SF BIO 41

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About Nordic Choice HotelsWith their 170 hotels in 5 countries, Nordic Choice Hotels aim to be the first choice for travelers in the Nordic and Baltic countries. They have wide coverage and market themselves for holiday travel, business travel and conferences under the concept Comfort Express, Comfort Hotel, Quality Hotel, Quality Resort, Clarion Hotel, Clarion Collection and Nordic Hotels & Resort.

It is the ambition of Nordic Choice Hotels to be a responsible company with a strong focus on CSR. The hotel chain will operate in a sustainable manner and work with the triple bottom line. This means having a balanced focus on profit, people and the environment. Nordic Choice Hotels has a total of almost 6.5 million overnight stays annually and the Nordic Choice Club has over 1 million members.

NORDIC CHOICE HOTELS

Nordic Choice Hotels knows that when the competition for customers is

fierce, it is an advantage to tie customers even closer through a customer

loyalty program. That is why Nordic Choice Hotels, together with InterMail,

is fully focused on optimizing the customer club, to ensure that members

are offered the best deals at the right time, while simultaneously earning

bonus points each time they book an overnight stay.

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42 CASE: NORDIC CHOICE HOTELS CASE: NORDIC CHOICE HOTELS 43

Nordic Choice Hotel’s challengesThe competition in the market for hotel stays is fierce, and it is difficult for hotels to differentiate themselves from each other. Customers are difficult to retain making it all the more important that visitors enjoy a good experience, not only in the hotel, but also when they wish to book their next stay. This put high demands on the loyalty program to ensure that members receive the right communication, while allowing them to keep track of the points they accumulate.

Our solutionNordic Choice Hotels knows that when the competition for customers is fierce, it is an advantage to tie customers even closer through a loyalty program. Good deals for club members keep the rebooking percentage high, and dividing customers into Blue, Silver, Gold and Platinum allows customers to quickly see the benefit of using the same hotel chain when travelling.

Since 2001, InterMail has provided Nordic Choice Club with an IT solution; i.e. RelationPlus. In addition to managing the IT part of the assignment, InterMail also manages the production of Direct Mails that are sent both electronically and physically to the hotel’s customers.

”InterMail is our partner in the operation and development of our loyalty system for the Nordic Choice Club. RelationPlus allows us to manage member’s bonus points, history and campaigns. The system also manages all interfaces with partners and other internal and external system suppliers and is our master database for all personal profiles for our websites choice.no and choice.se.

InterMail has been a partner of Nordic Choice Hotels for a long time and has extensive expertise in operating our membership program, both with and without bonus points.InterMail has managed to deliver in line with Nordic Choice’s strong growth in recent years,” says Nicolay Corneliussen, Program Manager for Nordic Choice Club.

“InterMail has managed to deliver in line with Nordic

Choice’s strong growth in recent

years.”NICOLAY CORNELIUSSEN,

PROGRAM MANAGER, NORDIC CHOICE CLUB

44 CASE: NORDIC CHOICE HOTELS CASE: NORDIC CHOICE HOTELS 45

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With a vision of being the customers’ first choice when it comes to

quality and design products for cooking, servicing and decoration in

the home, data and customer insights mean everything for being

able to communicate relevant offers at the perfect time through

the right channel to the members of the Cervera customer club.

Cervera’s challengeWhen Cervera and InterMail began their cooperation in 2011, Cervera had started on a journey from being a traditional retail chain to becoming a modern integrated retailer. For the customers, it meant new brands and concepts, as well as an ambition to create the best customer club for kitchen equipment and cooking enthusiasts.

In concrete terms, Cervera wanted to be able to target and tailor their messages and offers to the individual customers based on transaction and behavioural data.

”We needed a solution in which we could see patterns in our customer database and identify twins to be able to focus our resources on the relations that have the potential to become good, profitable customer relations,” says Sven Johansson, CRM Manager at Cervera.

SolutionCervera manages and operates their loyalty program and customer club Cervera Club in partnership with InterMail. At Cervera, the RelationPlus solution, which uses Mobiento as standard for text messages, is

CERVERA

SVEN JOHANSSON, CRM MANAGER, CERVERA

“If we show that we understand our customers’ needs and interests, what shops they visit most frequently and whether they prefer to receive offers by text message, e-mail or physical letter, then loyalty is strengthened and that shows on the bottom line."

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also integrated with Biz Wizzard for e-mail and Cervera’s e-commerce solution. And Cervera now uses customer data proactively for their communication and marketing to members. All campaign management and communication in the different channels – e-mail, text message and physical distribution are managed this way. And Cervera thinks that the system is easy to use, and that it is smooth to schedule and operate trigger distributions which become increasingly more important to increase relevance for the customers, in terms of both content and timing, says Sven Johansson and continues:

”It is almost impossible to manage communication on the customer journey without a campaign management tool like the one we have in RelationPlus. Now we can go deeply into our customer data and target our automated efforts at one-to-one level based on behaviour and the customer’s stage in the customer life cycle – because it obviously requires different efforts depending on whether a customer is entirely new or about to leave. We have an overview of that now – and at the same time, we test everything on a continuous basis!”

Cervera Club today Today, Cervera Club has almost 1,000,000 members who are offered glass warranty, cooking classes, knife sharpening service, club days with member discounts on much of the product range, newsletters and invitations to events, and all new members receive a welcome voucher of SEK 50 to use next time they shop.

”InterMail and our RelationPlus solution give us the tools to have a personal and relevant dialogue with our members of the customer club. If we show that we understand our customers’ needs and interests, what shops they visit most frequently and whether they prefer to receive offers by text message, e-mail or physical letter, then loyalty is strengthened, and that shows on the bottom line,” Sven Johansson concludes.

About CerveraIn 1987, the first Cervera shop opened in Arninge, north of Stockholm. Today, the Cervera chain consists of 68 physical shops from Luleå in northern Sweden to Malmö in south and webshop on www.cervera.se.

In addition to the Cervera shops, the group owns the department store shops NK Glas, Porslin & Kök in Stockholm and Gothenburg.

Cervera offers a wide range of selected quality products and design products for cooking, serving and decoration in an inspiring shop environment where service and knowledge add value for the customers. With about 500 employees who share a passion for the customers and the product range – of more than 7,000 products, the chain had a turnover of SEK 950 million in 2014.

WE ARE PROUD OF OUR CERVERA CLUB,

WHICH WON THE CUSTOMER CLUB OF

THE YEAR AWARD FOR 2017 IN SWEDEN

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THE TELECOM COMPANY 3

"In 2007, we decided to outsource operations of our direct marketing distribution to InterMail as they

have both the expertise to advise us on document management and e-invoicing as well as the actual

solutions to handle the task.JESPER LARSEN WAGNER,

VP FOR BUSINESS DEVELOPMENT, HI3G

As the number of customers exceeded

200,000, 3 recognised the need to outsource

the logistic part of their administrative and

financial communication with the customers,

and today InterMail handles more than three

million direct mail pieces for 3

3's challenge3’s customers receive their communication by email or letter, and with 1.15 million customers, 3 faces a major logistical task every month sending invoices, order confirmations, SIM cards, etc. to the customers – on time.

”At 3, we needed a business partner that could help us optimise our business flow with regard to our transactions and the related communication with our large number of customers. We needed someone to handle the task of sending all our invoices and reminders – physical as well as electronic – to both private and corporate customers. With the solution from StroedeRalton, we reach all customers on time, and we can easily access the correspondence in our systems, which is obviously important for our employees in customer service and the shops,” says Jesper Larsen Wagner, VP for business development from 3.

SolutionToday, InterMail handles all data and processes regarding 3’s administrative and financial communication with the customers in InterMail’s document management and e-invoicing system IM Connect:

”In 2007, we decided to outsource operations of our direct marketing distribution to InterMail as they have both the expertise to advise us on document management and e-invoicing as well as the actual solutions to handle the task. This means everything from data management to printing, enveloping and optimisation of the material to be distributed by means of bundling and sorting to our mail distributor. This makes the handling much more cost efficient.”

With IM Connect, which is a scalable, modular solution, the starting point is 3’s current procedures and data files, and via IM Connect, 3 generates and automatically sends out invoices, order confirmations, SIM cards, etc. to the customers through the selected communication channel, e.g. letter or e-mail.

Moreover, the IM Connect solution includes an online archive where 3’s customer service and customers via 3’s self-service can easily access invoices, order confirmations and get an overview of consumption and history – both the paper-based and the electronic:

”We are very pleased with our long-standing cooperation with InterMail, and we believe that also in future, InterMail will be able to help us optimise our communication in invoice distribution and overviews and not least support our wish for customising and personalising our communication with the customers,” Jesper Larsen Wagner from 3 concludes.

About the telecom company, 3 (Hi3G)In 2015, 3 had 1.15 million customers, 700 employees and a turnover of DKK 2.7 million. 3 in Denmark is part of 3 Group, which is represented in Italy, Austria, England, Ireland, Hong Kong, Indonesia, and Sweden. 3 is owned by the Chinese CK-Hutchinson (60%) and the Swedish Investor (40%).

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WWW.INTERMAIL.COM • DENMARK • SWEDEN • NORWAY

TLF. 36 86 33 33 info@intermail.com

LOYAL CUSTOMERS SPEND MORE

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InterMail is one of the largest providers of fulfilment services,

mail handling, and cloud-based loyalty systems in the Nordic

region. We help our customers optimise and automate their

direct customer communication across distribution channels.

We combine extensive experience with the latest techniques,

and we provide effective services that increase our customers’

success in both the short and the long term.