new dimensions - Ingenico

10
Polisan, müşterilerini
POS’tan izleyecek
“Yeni sadakat sistemi sayesinde program
üyelerimize çok daha yakın olacağız.
Amacımız onların hayatında bir yer edinmek.
Zaten tam anlamıyla marka sadakatinden de
o zaman bahsedebiliriz.”
Hasan Yelbay
Polisan Sadakat Programları Yöneticisi
Polisan Loyalty Programs Manager
Türk kimya sektörün önde gelen şirketlerinden Polisan, “Evinizin
Kozmetiği” sloganıyla sektöre yeni bir bakış açısı kazandırırken, bayileri
üzerinden uygulayıcılara sunduğu sadakat sistemini de yeniliyor.
Daha önce manuel olarak yürütülen sistemi POS’lara taşıyarak
operasyonel avantaj sağlayan Polisan, yeni dönemde program üyelerinin
satın alma alışkanlıklarını da izleyerek pazarlama çalışmalarını
daha etkin yönetebilecek.
Proje kapsamında Ingenico EFT930G mobil POS terminallerini kullanacak
olan Polisan, sadakat sistemi yazılımı için de Ingenico’yu
tercih etti.
Projenin detaylarını ve Polisan’ın yeni sadakat sistemi yönetimi ile
ilgili hedefl erini Polisan Sadakat Programları Yöneticisi Hasan Yelbay
ile konuştuk.
English
Polisan will monitor
customers through POS
“We will be much closer to our program
members with the new loyalty system.
Our goal is to find a place for ourselves in
their lives. In fact, it is only then we could
really talk about brand loyalty.”
Polisan, a prominent company in the Turkish chemistry sector, while
providing a new viewpoint in the sector with the “Your Home’s Cosmetics”,
is also renewing the loyalty system it is providing to the
appliers through its agents. Polisan achieving an operational advantage
by carrying the system, which had been implemented manually
before, to the POS’, will be able to manage marketing activities more
effectively, monitoring the purchasing behaviors of program members
in the new period.
Polisan, who will use the Ingenico EFT930G mobile POS terminals
within the scope of the project, has also preferred Ingenico for the
loyalty software.
We spoke about the details of the project and Polisan’s objectives
related to the new loyalty system with Polisan Loyalty Programs
Manager Hasan Yelbay.
How did the idea to develop a loyalty system specifi cally designed
for appliers emerge?
In the paint sector, achieving the brand loyalty of the appliers is
equally important as achieving that of the end consumers… In fact,
those that actually consume the product, that mainly determine the
consumed brand are the appliers, that is, the painters. Many end
users leave the selection of the paint to the applier. Therefore, taking
this field into consideration is highly important. In the increased
competition environment, we have designed a loyalty program specifically
designed for the painters, in order to carry our brand a further
step ahead during purchasing.
Well, how does the system work? What advantages does it provide
to the benefi ciaries?
Base bonus-points we have determined for each product are available.
We may summarize the system as loading these bonus-points
to member cards during the purchase by the painter. The earned
bonus-points may be reclaimed by products from our campaign
catalog. Millions of products, ranging from a car to gift items, may
be earned by these bonus-points.
In how many sales points (POS terminals) has this system been
integrated so far?
Our goal is to position this system actively at all our agents within
2012. However, we plan to reach this goal step by step, both from
the operational and the system integration and transition points of
view.
What sort of gains have you been able to achieve operationally,
by this new application? What is the difference as compared to
earlier loyalty practices?
The previous practice burdened all sales channels with operational