The loyalty program for L’etoile customers based on touchscreen self-service terminals

1. Preconditions:

• Increase of the load in a particular season is the feature of the market of perfumery and cosmetics:
• 3 million checks per month > 3 times more than usual
• 100,000 th. Checks a day of> 3 times more than usual
• Workload of selling assistants> 3 - 8 times more than usual.
• Lack of information for the customer during the low season in a decision-making point.

2. Purposes:

• Increasing sales volumes, optimization of costs

3. Targets:

• Improving the efficiency (speed and quality of service) of selling processes, increased customer loyalty.

4. Target group:

• Customers
• Selling assistants

5. Execution:

• Decision, based on touchscreen self-service terminals.
• Self-service terminal can work in 2 modes – self-service terminal and cash desk.

IT IS POSSIBLE TO USE ONE DEVICE WITH TWO FUNCTIONS — AS POS THE TERMINAL DURING PEAK SEASONS — WHEN THERE ARE THE PROBLEMS WITH QUEUES, AND AS THE SELF-SERVICE TERMINAL DURING THE CALM PERIOD WHEN IT IS CRUCIAL TO CONTACT THE MAXIMUM NUMBER OF POTENTIAL BUYERS AND STIMULATE THE DEMAND

6. Mode of self-service terminals

• The information on the goods in a decision-making point
• Recommendatory service,
• The information about the savings on discount cards online
• Possibility to fill in the questionnaire and to get a discount card without consultant's participation
• Feedback – the opportunity to apply directly to the company management.
• Advertisement about actions, products

Besides, there areso many different terminals around us, and each day there become more and more of them. The main feature of these machines - absolutely faceless identical interface, so, having begun work with one terminal, it is possible to finish it at another and not to notice it at all. Our goal was to make an attractive and unique product that creates proper mood for the buyer of cosmetics and beauty.

EACH MINUTE SPENT BY THE CUSTOMER IN SHOP IS A POSSIBILITY TO INFORM HIM ABOUT SPECIAL OFFERS, TO HELP HIM TO MAKE A PURCHASE AND MAKE IM COME BACK.

7. Cash desk mode:

• Complete cash register. Used during peak seasons.

8. Result:

• Synchronization with the main database allows the client to learn balance of a discount card immediately.
• Process of filling in the questionnaire for reception of a new discount card is accelerated in times;
• The customer can find out the price of the goods and other information, without waiting for his turn to the cash desk and without waiting for the consultant;
• The company management always owns actual information about the degree of customer satisfaction with the quality of given services.
• Scalability of cash desks and quantity of checks during a season (increasing the capacity of the store)
• Unloading of consultants

9. As consequence:

• Budget savings (no need to keep unused funds and staff)
• The increase in turnover (throughput increase)
• Increase of loyalty of clients