WE HELP YOU CREATE STRONGER RELATIONSHIPS WITH YOUR CUSTOMERS CONTENTS CONTENTS The telecom company,The 3...... Cervera Nordic ChoiceHotels...... Filmstaden SOS Children’s Villages...... Thomas CookAirlines BAUHAUS...... CASES ...... Our customers LoyaltyBenchmark Scandinavia...... Did youknow...... world:Loyalty currency inthe strongest ...... The From gutfeelings todata-drivenmarketing...... dialogueagency and Our relations e-Boks...... digitaljourney The ...... Our services ...... Our focus isonyourcustomers Our valuechain...... Our philosophy...... 20 50 46 42 40 38 34 32 30 26 24 22 17 16 12 10 18 6 4 OUR PHILOSOPHY4 OUR

OUR PHILOSOPHY OUR PHILOSOPHY entire DNA. Thisisactually our customers. the withdataabout print media incombining a hugepotential worlds.We paper-based see the digitaland the synergy between Communication requires better product, wherever in the process you happen tobe. youhappen process inthe wherever product, thatyoualwaysgetaquality you. Ourgoalistoensure As acustomer, it suits wherever youcan jumponboard relevant. and er. Thisishowwemake market communication personal - by custom selected the channel inthe right time at the right target tothe group rightcommunicate message the We inorder to journey customer datatomapthe use providing channels. and adviceonchoiceofmedia analyses, strategy, while creative tacticsand concepts, combining atutilisingdataand best the ambition istobe Loyal, we create in our your communication and cohesion Together dialogueagency, and relations withthe IM customer’sarrives inthe physical ordigitalmailbox. finalproduct the when moment untilthe phase concept –from distribution paign materials,packingand the cam- ofindividualised production the and management, loyalty marketingconcept, solutions, automation,output marketing.relationship We analysis, handle and strategy We ofdata-driven have experience more than40years’ market communication. paper-based with digitaland communication firmworking InterMail isafull-service OUR PHILOSOPHYOUR 5 OUR VALUE CHAIN

STRATEGY AND ANALYSIS CONCEPT DEVELOPMENT OUTPUT MANAGEMENT EVALUATION Preliminary analysis, Creative strategy, Offline: Online: Clarification of effort, data collection, design & DTP, Printing, enveloping, Marketing automation, measuring of effect, dimensioning, segmentation, plastic film wrapping, CRM systems, adjustment and strategy media advice distribution e-Boks/Kivra evaluation

With competencies in the areas of analysis, data collection, strategy and creative concepts, as well as professional execution of complex physical and digital messages, InterMail is ready to conquer the European market.

With InterMail’s value chain we support the needs of our Concept development customers – from strategy and concept development to We work analytically on data, customer insights and strategy ­execution – whether physically or digitally. and devise creative concepts which support the customer journey and your customers’ touchpoints. Many companies run into major challenges when integrating and analysing the data they have collected. The amount of Output management available information companies have about their custom- We help you map the customer journey and build your ers, their purchasing patterns and preferences is increasing marketing automation solution, so you achieve effective at a rapid pace. Many companies have begun to collect data and future-proof market communication. We can build both about their customers, but very few know how to handle single campaigns and highly specialised flows. Via our this data an to use them in their business development. output management systems, we make sure that, in the final analysis, your communication reaches customers in all Strategy and analysis relevant channels – both offline and online. We often find that creating a qualified basis for genuine customer dialogue requires some level of analytical Evaluation work, so we map out the need, conduct analyses, make ROI calculations and customer value have become crucial conclusions and prioritise, all of which contributes to an criteria when it comes to our customers making decisions enrichment of your customer dialogue. about how to make use of their marketing budgets. We constantly evaluate our efforts and measure the effect and, in consultation with our customers, we see to any necessary adjustments.

6 OUR VALUE CHAIN Our customers have the option of choosing us as their supplier of one or more elements in the value chain.

OUR VALUE CHAIN 7 “ONLY WITH HAPPY AND SKILLED EMPLOYEES WE CAN DEAL WITH THE CHALLENGES OF THE FUTURE” ANDERS ERTMANN, CEO, INTERMAIL A/S

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.

8 OUR VALUE CHAIN OUR VALUE CHAIN 9 OUR FOCUS IS ON YOUR CUSTOMERS

Data has become the new currency, and it is both traded customer. However, our many years of experience in and swapped in order to optimise businesses and generate creating relevant content does not mean that we look additional sales. However, data is worthless if you have blindly at data. We understand that the recipients of not decided in advance what you want to use the data for your communication are human. and the insights you want to gain. Because, even though data and the right analyses form the basis for customised On the basis of you and your company, we conduct and targeted communication in the right channels, relevant ­analyses, acquire knowledge about your target group, messages do not create themselves. market and competitors in order to customise your ­communication and create relevance. We know that this At InterMail we use data to map the customer journey in creates a strong and loyal relationship between you and order to communicate the right message to the right target your customers. group at the right time in the channel selected by your

10 OUR FOCUS IS ON YOUR CUSTOMERS campaign secure management pdf social app media

paper-based e-mail ERP communication

customer secure club

packaging track & trace

web geo- location

customer archive service

checkout SMS terminals

webshop CRM ERP

We collect data on your customers from all channels and disseminate your communication to customers via all channels as well.

OUR FOCUS IS ON YOUR CUSTOMERS 11 SERVICES 12 OUR

OUR SERVICES We work with some of the largest and most groundbreaking DM, relationship and loyalty programmes in the Nordic region, and each year we communicate with more than 100 million consumers across various communication channels. We have a huge range of business areas, enabling us to help you with whatever you need. We specialise in providing individual, customised solutions, so you can choose to have us help you in certain parts of your organi­sation or use us as a total provider across your value chain.

LOYALTY SYSTEMS­ / RELATIONS AND ADMINISTRATIVE MARKETING FULFILMENT DIALOGUE AGENCY COMMUNICATION AUTOMATION

OFFLINE / ONLINE OFFLINE / ONLINE OUTPUT OUTPUT

concepts for campaigns, or we can assist in the design of a RELATIONS AND DIALOGUE AGENCY new visual identity. At our agency, IM Loyal, the buzzword is data-driven communication. We combine analyses, strategy, tactics Segmentation, selection of market segment and media and creative concepts and also provide advice on choice procurement of media and channels. Everything is always based on It is our job to ensure that your company gains optimum making your communication a success, so as to create value attention. On the basis of data and knowledge about you for both you and your customers. and your customers, we offer advice on segmentation, selection of market segments and media procurement. We Strategy, analysis and dimensioning like to execute on the platforms which are relevant to you Through strategic, tactical advice, we can create a valuable and the customer journey. relationship with your customers together. To ensure that you achieve credible customer dialogue, we operate with a LOYALTY SYSTEMS number of tools and analyses to guarantee that your orga­ nisation is well equipped for the development. The more you know about your customers, the better you can communicate with them Creative concepts, finished artwork and text Our loyalty programmes will provide you with an overall We know how important the visual and communicative view of your customer database and help you target your expression is for a value-creating customer dialogue. efforts towards your most attractive customers and leads. Therefore, in order to support your customer journey and the In addition to segmenting and analysing your database, customers’ touchpoints we customise the communication for you can perform activities that extend and strengthen all channels and create targeted campaigns in all types of your relationship, which will provide you with more loyal media. You can leave it up to us to devise the creative customers.­

OUR SERVICES 13 Our loyalty programmes help you exploit the full potential in the areas of secure distribution, secure digital dialogue, inherent in your customers. You can identify the customers digital signatures and payment. in your customer club who are most profitable and docu- ment the return on every penny you invest in marketing Track & Trace activities. You can always be sure that recipients get their documents, because the Track & Trace function ensures that a physical IM SmartData letter is automatically sent if, say, a document sent by email Using IM SmartData, an intelligent way of enriching data, is registered as being ‘unopened’. and on the basis of very little, we can enrich the profile we have of a person. This same is true whether the person is Archive ‘known’ (for example, via your customer club) or ‘unknown’ All types of documents can be automatically archived in (a new visitor on your site or webshop). IM SmartData can our online archive, whether they be invoices, order confir- show a person’s ‘fingerprint’, which means that the rele- mations or the like. That means that you or your customer vance in the communication vis-à-vis that person can be service department can quickly and easily locate the docu- more targeted, personal and relevant. ments when you receive enquiries from your customers, which helps to reduce your customer service costs. IM Reward We handle transactions in excess of DKK 10 billion every FULFILMENT year, and we take care of the bonus payouts automatically. Regardless of whether it is accumulation of bonus points or Printing deduction of bonuses directly in connection with purchases. Whether you need your invoice papers, a brochure or a catalogue printed, our huge physical production facility can cater for your requirements. You can have them delivered MARKETING AUTOMATION anywhere in Europe and we can tackle any kind of task. An extension of the marketing department Whether they are offset or digitally printed depends on the We help you map the customer journey and build your type of assignment and the quantities to be printed – and marketing automation solution in IM Campaign, so you whether or not you have variable data. We will be happy to achieve effective and future-proof market communication. help you come up with the solution that best suits your We can build both single campaigns and highly specialised, need, brand and budget. behaviour-based flows. By deploying our output manage- ment systems, we ensure that, in the final analysis, your Packaging and envelopes communication reached the right market segment at the The packaging or envelope is the first contact a customer right time, on the right platform and with the right content. has with your physical communication. It is part of the customer’s total purchasing/user experience and can help The relevance must be normative, whether you are you stand out from the crowd. We can supply the full communicating something functional (try our new app), palette of packaging and envelopes – everything from structural (here you will find our outlets), financial (save, customised packaging to bubble envelopes, either with or save, save!) or emotional (happy birthday). Because if there without printing. is a lack of relevance, the message will not come across and the communication will not have the desired effect. Enveloping We provide secure, effective enveloping services using the Marketing automation provides a complete toolbox for latest technology available, and we have machines that publishing marketing and, most importantly, measure the can work with most envelope formats. You also have the effect of the marketing activities. option of enclosing several types of attachments and ­shipments, thereby reducing your shipping costs.

ADMINISTRATIVE COMMUNICATION Plastic film wrapping Our document management and e-invoicing system, IM Plastic film wrapping is a great alternative to enveloping. Connect, manages complete or partial outsourcing of the From a postage cost and environmental point of view, administrative and financial communication with your plastic film wrapping can be a good alternative, since customers. Via the delivery channels you want, whether it plastic film weighs less than an envelope and can be

be by letter, print, email, e-Boks or the like. ­manufactured from CO2-neutral materials.

e-Boks Manual packing With the help of our efficient, easy-to-use e-Boks solutions Sometimes you need your message to “stand out”, so you you can achieve easier and more secure dialogue with your might choose an unconventional envelope format or enclose customers, ultimately enhancing your relationship and material which is not suitable for machine packaging. Not increasing customer satisfaction. We are the only distribu- a problem. In that case, we will just pack your message tor in the entire Nordic region to provide e-Boks solutions manually. And we pack both quickly and securely.

14 OUR SERVICES “At InterMail we know that having deep insight into your customers’ individual needs and behaviour is one of the most important ways of 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 specialise in providing solutions which match your needs exactly – no more, no less.”

ANDERS ERTMANN, CEO, INTERMAIL A/S

OUR SERVICES 15 STRATEGY & ANALYSIS

CONCEPT ONLINE AND DEVELOPMENT OFFLINE EXECUTION

THE DIGITAL JOURNEY

When everything comes together We unite analyses, strategy, tactics and creative concepts and utilise data to map the customer journey, segment your recipients and personalise the content of your message. Regardless of whether you communicate online or offline. Or both.

Because, when it comes to communicating with the end user, it is not a question of either/or, 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. In fact, that makes us a pretty unique business partner.

16 THE DIGITAL JOURNEY COMMUNICATE SECURELY AND EASILY WITH YOUR CUSTOMERS VIA E-BOKS

We are the sole distributor covering the entire Nordic region who can help you and your customers achieve easier dialogue. Ultimately, this improves customer satisfaction and loyalty. We provide you with an efficient, secure and easy-to-use e-Boks solution, in which you can easily communicate with your customers, without having to think about postal expenses, impact on the environment, GDPR or data security.

Secure, targeted distribution Secure distribution is a cost-effective and time-efficient digital channel for sending digital post, which guarantees you reliable, highly efficient customer communication consolidated at a single site. It provides your customers with an easy overview and access to your important messages.

THE DIGITAL JOURNEY Secure digital dialogue In addition to distributing your digital post, Secure digital dialogue enables your customers to respond to your enquiries and contact you directly in e-Boks. Unlike dialogue in email, Secure digital dialogue provides you with confidential, secure customer correspondence, in which you need not worry about the use of social security (CPR) numbers and other personally sensitive data.

Digital signatures Managing digital signatures in e-Boks means cutting down substantially on administrative resources for dealing with the likes of contracts, supplier agreements, employment contracts, etc. You will significantly reduce casework time, making it easier for both you and your customers to keep track of your agreements.

Payment The e-Boks payment solution enables you and your customers to pay bills and invoices directly in e-Boks. Your customers can sign up for automatic payment, which provides you with greater payment security, because more bills get paid on time. With the additional purchase of a notification service, you can remind customers of upcoming payments. This means savings on phone support and reminder processing, resulting in improved liquidity and cash flow.

Portal InterMail offers a web portal solution, which makes it easy for the sender to send and make use of the secure e-Boks GDPR universe.

E-BOKS 17 OUR RELATIONS AND DIALOGUE AGENCY

IM Loyal is InterMail’s relations and dialogue agency, specialising in data- driven communication. For us, the most important issue is for your communication to be successful. We combine analyses, strategy, tactics and creative concepts and also provide advice on choice of media and channels. Quite simply, we offer everything you should expect from a dialogue agency.

We specialise in utilising data to map the customer Creative concepts, finished artwork and text journey, using a combination of technology and creativity In order to support your customer journey and the to generate efficient customer dialogue. The size and customers’ touchpoints we customise the communication scale of the task does not matter to us, but it is more a for all channels and create targeted campaigns in all question of how we can, collectively, come up with the media. We work analytically on data, customer insights right solution that will give you valuable, long-term and strategy to create the relevant, loyalty-creating and customer relationships. comprehensible dialogue.

Strategy, analysis and dimensioning Your visual expression is vital for recognition across chan- In order to realise your wishes (creating a valuable and nels. Otherwise you will vanish in the crowd. Graphic strong relationship with your customers) it is vital to us design, branding, finished artwork and text – we tackle that you and your customers be well prepared for the any size or scale of project and are happy to work on the journey. We systematise knowledge, insights, skills and basis of your existing profile or helping to design a new resources in a strategy that provides direction, efficient visual identity. prioritisation and, most importantly, a roadmap for imple- mentation – one step at a time – to ensure that both your Segmentation, selection of market segment and organisation and the customers are included on the journey. media procurement With the right knowledge and understanding of your No documentation of effect means, no budgets. We ensure customers and their behaviours, we can gain the that the basis for decision on all loyalty measures and the appropriate insight and basis for establishing a strategy expected effects are documented in business cases, based for your communication together. We can analyse and on expert input and our many years of experience. track users’ behaviour on your website or webshop. We provide advice on segmentation and media procurement and use relevant platforms for execution – all of which makes sure that your company will capture optimum attention.

Data Strategy Creative strategy, concept Graphic design Execution and Evaluation We map, analyse, draw We systematise knowledge, We translate data, insights We help with branding and media advice We follow up on your activi- conclusions about and insights and resources in a and strategy into creative creative design – or work on Which channels should you ties and analyses, draw prioritise the data that is strategy that provides concepts and devise target- the basis of your existing use and when should the conclusions and share relevant to supporting your direction, efficient prioritisa- ed campaigns across all design guidelines – starting respective channels be conclusions and recommen- customer dialogue. tion and a roadmap for media. with an excellent creative used? We execute your dations with you, enabling implementation. concept and the strategy. campaigns across media you to measure and docu- and channels, both physical- ment the effect of your ly and digitally. marketing investments.

18 OUR RELATIONS AND DIALOGUE AGENCY OUR RELATIONS AND DIALOGUE AGENCY 19 FROM GUT FEELINGS TO DATA-DRIVEN MARKETING

The advantage of communication based on data, rather than on gut feelings, is the fact that you gain a more precise picture of your customer. A custom- er 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!” Children, parents, and grandparents shop in the same shops, but they all have different needs. This makes it necessary to communicate with your customers on an individual level.

20 FROM GUT FEELINGS TO DATA-DRIVEN MARKETING “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, which requires the right tools and solutions.”

CHARLOTTE NOVELLA, AGENCY MANAGER, INTERMAIL A/S

FROM GUT FEELINGS TO DATA-DRIVEN MARKETING

PAINS GAINS

CHURN EXTEND CUSTOMER LIFETIME

ABANDONED BASKET INCREASE PURCHASING FREQUENCY

LOW CLICK RATE INCREASE PURCHASING AMOUNTS

LACK OF CONVERSIONS UPSELLING AND CROSS-SELLING

LOW CUSTOMER SATISFACTION HIGH CUSTOMER SATISFACTION

LACK OF (CRM) RESOURCES INCREASED LOYALTY

INCREASED AUTOMATION

FROM GUT FEELINGS TO DATA-DRIVEN MARKETING 21 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.

22 THE STRONGEST CURRENCY IN THE WORLD: LOYALTY THE STRONGEST LET US SHOW YOU CURRENCY IN AN EXAMPLE HERE YOU HAVE 2 CUSTOMERS THE WORLD: REGULAR LOYAL CUSTOMER CUSTOMER Not a member of Member of your LOYALTY your customer club customer club

WATCH WHAT HAPPENS WHEN A LOYAL CUSTOMER:

SHOPS ONCE SPENDS DKK 100 REMAINS A CUSTOMER 1 MORE PER YEAR 2 MORE PER PURCHASE 3 FOR 6 MONTHS LONGER

Number of purchases per year 4 Number of purchases per year 5 Spend per visit DKK 500 Spend per visit DKK 600 Spend per year DKK 2,000 Spend per year DKK 3,000 Duration 2 1/2 years Duration 3 years Total amount DKK 5,000 Total amount DKK 9,000

A LOYAL CUSTOMER CAN THEREFORE SPEND UP TO 80% MORE ... AND WHAT IF YOU HAD 5,000 LOYAL CUSTOMERS?

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

THE STRONGEST CURRENCY IN THE WORLD: LOYALTY 23 ... that personalisation in email marketing is very effective?

45,5% Personalised content

Name

Generic mail (control group) 29,2% 28,3%

10,2%

4,8% 4,4%

OPENING RATE CLICKRATE

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

66%

29%

5%

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

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

24 DID YOU KNOW ... Sources: United States Postal Service, Bain & Company, ”Why Marketing should be Personal”, econsultancy.com 45%

...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 ... that customers who are part of a 7 potential customers? loyalty programme spend up to 67% more, every time they shop?

STORE STORE

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

DID YOU KNOW ... 25 26 BENCHMARK LOYALTY SCANDINAVIA “We want to inspire our customers to optimise their customer communications, so that they succeed in getting loyal and profitable customers.”

CHARLOTTE NOVELLA, AGENCY DIRECTOR, INTERMAIL A/S

BENCHMARK LOYALTY SCANDINAVIA 27 “Benchmark Loyalty is an annual conference for anyone working in, or wanting to know more about the field of personalised communication, loyalty and customer clubs. The conference is organised by InterMail in both Copenhagen and Stockholm, and in 2018 the focus was on ‘The Data-Driven Customer Journey of Tomorrow’.”

ANDERS ERTMANN, CEO, INTERMAIL A/S

28 OURBENCHMARK FOCUS IS LOYALTY ON YOUR SCANDINAVIA CUSTOMER / INTERMAIL 2018 “The opportunities for using personal customer communication are endless when you combine customer insights with data.”

JENS VANDBORG, LOYALTY DIRECTOR, INTERMAIL A/S

OUR FOCUS IS ONBENCHMARK YOUR CUSTOMER LOYALTY / INTERMAIL SCANDINAVIA 2018 29 OUR CUSTOMERS30 OUR

OUR CUSTOMERS OUR CUSTOMERS OUR CUSTOMERSOUR 31 CASE BAUHAUS RELATIONPLUS CUSTOMER CLUB

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

ANNA GUSTAFSSON, CRM MANAGER, BAUHAUS

32 CASE: BAUHAUS BAUHAUS

“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 challenge The 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 solution The 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 result Anna 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.”

CASE: BAUHAUS 33

AIRLINES COOK THOMAS THOMAS 34 CASE: THOMAS COOK AIRLINES

MARKETING PRINT AND CASE AUTOMATION FOILING 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’ challenge In 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 solution InterMail 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!

CASE: THOMAS COOK AIRLINES 35 The future Going 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 Airlines Thomas 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 38 CASE: SOS CHILDREN’S VILLAGES JAKOB KJØLLER, CAMPAIGN MANAGER, SOS CHILDREN’S VILLAGES MANAGER, SOS CHILDREN’S CAMPAIGN KJØLLER, JAKOB

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

VILLAGES SOS CHILDREN’S SOS CHILDREN’S

PRINT, PACKING, CASE AND ENVELOPING 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 Villages SOS CHILDREN’S SOS 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 VILLAGES 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 solution InterMail 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.

CASE: SOS CHILDREN’S VILLAGES 39 40 CASE: FILMSTADEN

CUSTOMER CLUB CASE RELATIONPLUS CUSTOMER LOYALTY MANAGER, personalized with personalized our members...” to communicate has provided us “Relation Plus with the tools with the MARIA ROSÉN, FILMSTADEN FILMSTADEN with, among other things,Sweden’s room. other cinema with, among IMAX first itprovides Scandinavia, experience and auniquecinema Filmstaden is cinema newest across The 244screening rooms. distributed inSwedenwithaseating capacity exceeding32,000 cinemas operates 22 Lithuania.Filmstaden Latvia,and Estonia, Finland, insixcountries-Sweden,Norway,total of586screening rooms Nordic region’s a and chain.Ithas103cinemas largest cinema Group, ofNordic the Cinema SFBio)ispart (former Filmstaden MariaRosén. concludes lovers!” devoted cinema words: Inourefforts Inother relations. into term customer evenmore cinemagoers toturn results hasalsoallowedustomeasure ofourprioritiestocreate the and long- members ”Relation Plus withour hasprovided toolstocommunicate personalized uswiththe Matilda. are easy they toworkwith.Iamextremely and satisfied,”says support, weneed when promptlyHerrgårdh respond “They ClubCoordinator withFilmstaden. Helzén,Cinema ”We have saysMatilda onourneeds,” hadseveral oftraining, rounds alldepending Loyalty Customer Manager withFilmstaden. saysMariaRosén, built upon,” onasmallerplatform, whichwehave since tostart option sowehadthe isscaled, system right away. benefits these ”In myopinionweobtained the and We quicklystarted got campaigns. toaccurately ofindividual Filmstaden performance measure the before. key isabletoextract couldnot figures –whichthey marketing Itallows department itinternallyuse clubactually the generates, customer results and thatthe toshowthe also They for greater options members. communicatingThis givesFilmstaden withtheir only information receivethat members the offers and in. are interested they actively datafor whichallowstargeting mailings,so segmentation, customer oftheir uses By usingRelationPlus from hasacquired aloyalty InterMail, Filmstaden solutionthat Our solution communication. same received the members meaning­member’s in, thatallclub were interested they whichfilms and interests results follow ofcampaignsthe and up onineffectiveness. didnotinvolve Segmentation therefore actively used notbe wewere communication, unableofmeasuring and inthe loyaltythe program, datacould wasspread These over BioKlubben, several systems. of members ofthe database RelationPlus,Before implemented customer the Filmstaden Filmstaden’s challenges CASE: FILMSTADENCASE: 41

HOTELS

CHOICE NORDIC 42 CASE: NORDIC CHOICE HOTELS

CUSTOMER CLUB CASE RELATIONPLUS 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.

About Nordic Choice Hotels With 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.

CASE: NORDIC CHOICE HOTELS 43 Nordic Choice Hotel’s challenges The 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 solution Nordic 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.

44 CASE: NORDIC CHOICE HOTELS “InterMail has managed to deliver in line with Nordic Choice’s strong growth in recent years.”

NICOLAY CORNELIUSSEN, PROGRAM MANAGER, NORDIC CHOICE CLUB

CASE: NORDIC CHOICE HOTELS 45

With a vision of being the customers’ first choice when it comes to cooking, servicing for quality and products in and design decoration the home, data and customer insights mean everything being for at the perfect time through offers relevant able to communicate the channel right to the members of the Cervera customer club. CERVERA 46 CASE: CERVERA

CUSTOMER CLUB CASE RELATIONPLUS “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, CRM MANAGER, CERVERA

CERVERA

Cervera’s challenge ”We needed a solution in which we could see patterns in When Cervera and InterMail began their cooperation in our customer database and identify twins to be able to 2011, Cervera had started on a journey from being a focus our resources on the relations that have the traditional retail chain to becoming a modern integrated potential to become good, profitable customer relations,” retailer. For the customers, it meant new brands and says Sven Johansson, CRM Manager at Cervera. ­concepts, as well as an ambition to create the best customer club for kitchen equipment and cooking Solution enthusiasts. Cervera manages and operates their loyalty program and customer club Cervera Club in partnership with In concrete terms, Cervera wanted to be able to target InterMail. At Cervera, the RelationPlus solution, and tailor their messages and offers to the individual which uses Mobiento as standard for text messages, is customers based on transaction and behavioural data.

CASE: CERVERA 47 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 Cervera In 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.

48 CASE: CERVERA WE ARE PROUD OF OUR CERVERA CLUB, WHICH WON THE CUSTOMER CLUB OF THE YEAR AWARD FOR 2017 IN SWEDEN

CASE: CERVERA 49

3's challenge customers email by their communication receive 3’s million customers, a 3 faces and with 1.15 or letter, major logistical task every order sending month invoices, confirmations, etc. to the customerscards, SIM – on time. ”At 3, we needed a business partner that could help us to our transactionsoptimise regard our business flow with number of with our large and communication the related neededcustomers. someone to handle the of task We andsending reminders all our invoices as well as – physical – to both customers.electronic private and corporate With StroedeRalton, all customers we reach the from solution access the correspondence on time, easily and we can important our in our systems, for which is obviously in customeremployees service and the shops,” says Jesper 3. business development VP for from Larsen Wagner,

As the number of customers exceeded the200,000, 3 recognised need to outsource the logistic part of their and administrative financial with the communication customers, and today InterMail handles more than three 3 for mail pieces million direct THE TELECOM COMPANYTHE TELECOM 3 CASE: THE TELECOM COMPANY, 3 50 CASE: THE TELECOM COMPANY,

MARKETING PRINTING AND ARCHIVE CASE AUTOMATION ENVELOPING "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

THE TELECOM COMPANY 3

Solution Moreover, the IM Connect solution includes an online Today, InterMail handles all data and processes regarding archive where 3’s customer service and customers via 3’s 3’s administrative and financial communication with the self-service can easily access invoices, order confirmations customers in InterMail’s document management and and get an overview of consumption and history – both the e-invoicing system IM Connect: paper-based and the electronic:

”In 2007, we decided to outsource operations of our direct ”We are very pleased with our long-standing cooperation marketing distribution to InterMail as they have both the with InterMail, and we believe that also in future, InterMail expertise to advise us on document management and will be able to help us optimise our communication e-invoicing as well as the actual solutions to handle the in invoice distribution and overviews and not least task. This means everything from data management to support our wish for customising and personalising our printing, enveloping and optimisation of the material to communication with the customers,” Jesper Larsen be distributed by means of bundling and sorting to our Wagner from 3 concludes. mail distributor. This makes the handling much more cost efficient.” About the telecom company, 3 (Hi3G) In 2015, 3 had 1.15 million customers, 700 employees With IM Connect, which is a scalable, modular solution, and a turnover of DKK 2.7 million. 3 in Denmark is part the starting point is 3’s current procedures and data files, of 3 Group, which is represented in Italy, Austria, England, and via IM Connect, 3 generates and automatically sends Ireland, Hong Kong, Indonesia, and Sweden. 3 is owned out invoices, order confirmations, SIM cards, etc. to the by the Chinese CK-Hutchinson (60%) and the Swedish customers through the selected communication channel, Investor (40%). e.g. letter or e-mail.

CASE: THE TELECOM COMPANY, 3 51 LOYAL CUSTOMERS BUY MORE Together, let us figure out how you can get more loyal customers.

InterMail is a full-service communication firm for digital and paper-based marketing commu- nication, providing physical and digital communication solutions for customers throughout the Nordic region and many countries in Europe. Our customer portfolio includes Intersport, Santander, Teleselskabet 3, Nordic Choice Hotels and Canal Digital. Every year we communi- cate with more than 100 million consumers across print and digital communication channels.

We have more than 40 years’ experience of data-driven relationship marketing and handle both analysis, strategy and concept, customer loyalty solutions, marketing automation, output management, and the production of individualised campaign material – from the concept phase until the final product that ends up in the customer’s physical or digital mailbox.

TEL. +45 36 86 33 33 [email protected]

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