de bijenkorf has some 400,000 bijenkorf card holders. this is an important group of people because they generate a large part of the revenues. so it is good to know what exactly these loyal buyers expect of their favorite department store.

De Bijenkorf thus wants to know its customers’ opinions. Not only once but on a continuous basis. To this end, m—wise developed a research program whereby Bijenkorf card holders are continuously asked what the think of the Bijenkorf Magazine, for example: the articles, the specials and the design. But they are also asked their opinion on the service and product range. A summons that is answered — some 25% of loyal Bijenkorf customers fully fills out surveys.

data mining

After linking these data to actual purchasing behavior, m—wise starts with analyzing and reporting, aka data mining. And that provides De Bijenkorf with a lot of information so that the magazines can be made even more appealing, for example. Store hours, additional services and the products on the shelves can also be modified through this.

targeted offers

The department store can now also make targeted offers. This way customers come into contact with articles and departments which they never used before but that do match up with their profile. Every retailer wants to serve their customers as well as possible and make them even more loyal. Only then can you stay ahead of the competition and increase revenues.