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A Success Story of Point Blank’s System at India’s Delhi Duty Free Stores

A Success Story of Point Blank’s System at India’s Delhi Duty Free Stores. An award winning reward program specially designed to Reward DDF’s High Spenders in Real Time through Mobile.

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A Success Story of Point Blank’s System at India’s Delhi Duty Free Stores

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  1. A Success Story of Point Blank’s System at India’s Delhi Duty Free Stores

  2. An award winning reward program specially designed to Reward DDF’s High Spenders in Real Time through Mobile.

  3. Shops spread across 40,000 Square feet at T3 of Indira Gandhi International Airport, New Delhi.

  4. Approx. 200000travelers • transits per day from Delhi International Airport • Approx. 50,000 travelers • Visits DDF shops – Every Day

  5. DDF has around 2 million • customer based • who shop at DDF on & off. • Transaction Ticket Size • at DDF is between • $1 to $18000

  6. Product Categories DDF offeringto Customers

  7. Challenge: • The company wanted to Reward their High Spender with Higher Rewards (Offers) – These customers have more capacity to spend with DDF compare to what they are spending currently. If these customers are rewarded in Real-Time, it can increase their spends. • DDF wants to reward customers only on their spending patterns.

  8. Solution: To implement an offered based flexible marketing program for High Value customers who can be rewarded instantly for reaching threshold purchase, customers would able to claim for reward at same time. As a part of strategic solution DDF implemented Point Blank’s Mobile Solution on POS based Outlets. On successfully finish of first transaction customer can be notified about discount offer in real time on the mobile device, through Push Notifications. The offered discount can be redeemed on next purchase.

  9. Data • Result of 6 Months • Start Date: 2012-09-01 • End Date: 2013-03-31

  10. Transactions - Amount Actual Transaction Amount : $ 6470549 Additional Transaction Amount : $ 249562 Approx. Increase of 4% Of Total Trns. # DDF offered on avg. Discount of 25%

  11. Transactions - Numbers Total Transaction Numbers : 37132 Total new Transaction Numbers Because of Discount Offered: 1582 Approx. Increase of 4% Of Total nos. of Trns. # DDF offered on avg. Discount of 25%

  12. Product Implemented on POS : 44 • Total Unique Customers : 25476 Avg. Transaction Amount : $ 183 Total SMS sent : 38714 # DDF offered on avg. Discount of 25% to high Spenders only

  13. Unique Features Real Time information flow No Enrollment process for Customers – Auto Enrollment Customer intimation on Mobile as well as Internet (email) A Comprehensive user dashboard

  14. Stimulated sales and improved gross margins Encourage purchase of new products Established competitive differentiation For Boost retention of high-value customers Build stronger long-term relationships Drive key behaviors

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