Custocentrix : Your retail accelerator -

Supplying happiness

Broze is a wonderful family adventure that began in the 1950s. With 23 points of sale across Wallonia and Brussels, the Jouet Broze brand is a specialist in the world of toys. Its slogan “Fournisseur de Bonheurs” (supplying happiness) perfectly illustrates the spirit that underpins the commercial approach. Each store offers a very wide assortment, quality service and advice, all at very reasonable prices.

Since 2012, Jouets Broze has entrusted Freedelity and CustoCentrix with the full range of its activities related to processing the personal data of its club members and for its loyalty programme.

Brand request

Generating footfall and creating local awareness of the new store in Nivelles

When Jouets Broze decided to open their new point of sale in Nivelles, they asked CustoCentrix to help them generate footfall and develop local awareness around this new store.

The CustoCentrix contribution

Segmentation and invitations

Calculation of a drive time zone of 20 minutes around the new point of sale and determination of the catchment area, as well as its subdivision into primary, secondary and tertiary zones;
Selection from the Freedelity file of 13,000 addresses and contact persons corresponding to the profile of the brand’s regular consumers;
Setting up of direct mail campaigns and a wrap around containing the brand’s Easter catalogue;
Accurate measurement of the escalation of actions;
Process of welcoming members and activating memberships.

Results

A successful opening day

9,1%

Redemption rate

(5 mins drive time)

88%

of registered members

(email and consent)

1€

invested

= 6€

in turnover

(within the local area)

The use of identity cards and CustoCentrix cards (as a means of identifying consumers at the point of purchase) has made it possible to accurately measure the redemption rate (number of households having received the direct mail campaign for which at least one purchase was registered within 30 calendar days of the mailshot). In addition, the reconciliation within CustoCentrix of purchase and identification data makes it possible to calculate the turnover achieved in the same period by representatives of these same households.

On the redemption rate, Cédric Haleng, Marketing Director of the brand, had the following data to share in a recent testimonial.

Redemption rate measured in the 5 minute drive time zone: 9.1%
Redemption rate measured in the 5-10 minute zone: 6.4%
Redemption rate measured in the 10-15 minute zone: 3.9%

Cédric Haleng also told us that as part of this strategy for the local area, each euro invested generated 6 euros in turnover.

Moreover, thanks to the professionalism and involvement of the local sales team, the point of sale managed to build up a database of several thousand consumers in less than a month. 88% of the latter supplied an email address, giving consent for its commercial and marketing use.

A great achievement on their part and above all, a considerable guarantee of success for subsequent activation efforts carried out to stimulate regular visits to our store.

Read the testimonial of Cédric Haleng

We were very positively impressed by the results of the strategy, especially since in the local area, 1 euro invested in generating footfall by means of the direct mail campaign enabled us to generate 6.3 euros in turnover. So, even from the first purchase, prospecting has definitely paid off!

Cédric Haleng

Marketing Director

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From the very first purchase, prospecting has paid off!