success story Father Sons MAXXING 2012

1. The Menswear Retailer
FATHER & SONS Strengthens Customer Loyalty &
its Promotions with MAXXING and CEGID Solutions
PROJECT & CONTEXT
What were your needs initially?
Father & Sons is a menswear retailer with an e-
commerce website and 27 stores in France and
Belgium.
Our growth potential was based on our loyalty
strategy and our different stores. In order to better
promote our sales and improve the relationship
with our customers, we wanted to use the data
collected using our current loyalty system. CUSTOMER CONTEXT
However, we had no idea how to use our custo- Menswear retailer - French and Belgian
mer base to implement a strategy in line with the markets
behavior of our customers.
27 stores in France and Belgium
1 to 2 cash desks per store
POS system:
Cegid COLOMBUS
FUNCTIONALITY IMPLEMENTED
Sales Promotion
•Instant rebates at the cashier
•Deduct voucher value at payment
Couponing
•Coupons at the store & e-coupons for website
transactions
•Generate documents based on target custo-
mer segments
•Secured coupons
•Redeem voucher regardless of redemption
channel (store or Web)
Customer Loyalty
•The assignment and use of loyalty points
(«earn&burn») is managed through Maxxing.
•Gifts: points are turned into gifts - Maxxing
controls how gifts are selected by the customer
when payment is made at the cashier
Customer Targeting & Segmentation
•Campaign execution reports
"The functionality and the different capa- •Details per store and product family, behavio-
ral patterns are analyzed, and sales pressure is
bilities of the MAXXING solution have rai- measured.
sed new questions."
© MAXXING - 2011

2. SU
C
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BENEFITS OF THE ST
MAXXING-CEGID SOLUTION O
What are the benefits of the common
RY
offer?
The combination of Maxxing and Cegid
makes sense in that both solutions are com-
plementary and offer more benefits.
First, the solution was easy to interface with
Did the product presentation that was and integrating the Maxxing solution with
made to you reveal new needs? the YourCegid Retail system was smooth
and easy with absolutely no impact on our
users.
Yes. The functionality and the different ca-
pabilities of the MAXXING solution have Second, it was a perfect match in terms
raised new questions that we will need to of how we needed to support customers
analyze later on. who shop at multiple stores with real-time
updates of points-based
"The integration of the counters, customer records,
Was the MAXXING CEGID offer
in competition with other similar MAXXING tool with product records, etc. And
the YourCegid Retail third, the segmentation of
products?
the customer base was per-
system was totally fect.
Yes. The MAXXING-Cegid offer
was up against Neolane. Howe- transparent for our
end users!" What were the benefits for
ver, we quickly realized that
you as a retailer?
Neolane was not a good fit as it
didn't cover all our needs, unlike Through a better segmenta-
MAXXING. tion of our customer base, we have signifi-
cantly cut our mailing campaign costs.
If you had to recommend the common of-
fer, what would your key points be?
The offer highlights the combination of Ce-
gid's POS system with the MAXXING solu-
tion through the ability to design different
campaigns based on the segments of the
customer base and deploy immediate or
scheduled actions.
All along the project until the end we were
very satisfied with the personalized support
"Personalized support helped us im- we were given. It helped us implement the
plement the project effectively." project effectively.
CUSTOMER
Frédéric MAQUET
Chief Information Officer
FATHER & SONS
Bagneux, FRANCE
Staff: 150
MAXXING
340/14 Avenue de la Marne – Parc Europe II – BP 56017
59706 Marcq-en-Barœul Cedex, France
Phone: +33 359 560 114 / Fax: +33 320 146 669
Email: contact@maxxing.com - Web: www.maxxing.com