Tendam – Customer Engagement & Loyalty Solution

With the customer at the centre of its strategy at all times, Tendam implements technological solutions that can facilitate an even closer interaction with its members, help to generate a strong emotional bond, personalise the relationship and provide a differentiated omnichannel service with a holistic vision.

In addition, aware that customers who buy both online and in-store are typically more engaged and spend more than those who interact with a brand through just a single channel, Tendam sought a new Customer Engagement & Loyalty solution within its digital transformation strategy to achieve the following initial objectives:

• Increase the active members within each of its loyalty schemes.
• Increase the geographic scope of its loyalty and promotional programmes.
• Develop the omnichannel experience by linking more interactions with individual clients.
• Offer promotions and loyalty programs at the point of sale across all channels.
• Strengthen engagement through personalised and relevant communications and promotions as a critical part of the customer experience.
• Integrate mobile as a channel that can provide ease of interaction and purchase.

To support this omnichannel vision, Tendam chose Motivait as their strategic technology partner for customer loyalty.

The new Customer Engagement & Loyalty solution’s prominent features include:

• The ability to address customers with relevant and personalised offers in real time at the point of sale and across all channels. Marketing teams can set up and model promotions in minutes, increasing their agility in responding to changing market conditions and improving resource efficiency.
• The development and launch of a series of new mobile applications (APPs) for each brand, integrating m-Commerce with the Loyalty schemes, opening a new engagement channel and creating personalised and coherent experiences for its members.

The solution integrates the environments of mobile, e-Commerce and the physical stores, so that customers, in addition to making purchases directly from their device, also have immediate access to their history of online and off-line transactions, vouchers or points, notifications, store locations, stock availability and product information. Non-member customers are also offered a simple and quick way to join one or more of the loyalty clubs to benefit from their attractive advantages.

Tendam continue to enrich their omnichannel customer experience, with further initiatives that deliver more personalisation and innovation integrated with their loyalty programmes including the use of AI, online reservations for subsequent purchases and multi-brand store pickup.

Through its Member get Member functionality, Tendam presents opportunities for members to join and introduce others to any club, offer and obtain special products or services, unlocking prizes, discounts or exclusive invitations.

Together, it forms part of Tendam’s commitment to continuously provide value and support omnichannel customer engagement by combining their investment in leading-edge technology with a constant focus on the user experience.

The initial solution was designed, developed and implemented in less than 9 months, including the migration of some 20 million existing members to the Motivait platform, without a single interruption in service or any adverse impact on the customer experience.

The Customer Engagement & Loyalty solution has enabled the marketing teams of each brand to:

• Manage their loyalty clubs and optimise promotions for multiple markets through a single intuitive interface, increasing marketing speed and agility in a highly competitive environment.
• Closely track customer interactions in real time across all channels and markets: including purchases, accumulation and redemption of points, discounts, offers and returns. This allows them to instantly identify the best promotion available for each customer at the point of purchase.
• Quickly and easily configure, validate and manage promotions – including both personalised promotions for loyalty club members according to their profile and universal promotions for all customers depending on the contents of their basket – to optimise value and relevance for all customers.
• Combine countless variables and personalise interactions to each customer’s specific characteristics – points, discounts, vouchers, offers, returns, etc; – seamlessly and in real time.

Tendam’s loyalty solution has also met two fundamental demands for clubs: to obtain high performance in all areas of application with more efficient costs, and to improve usability or user experience (UX), both in operation and in the configuration of promotions, customer service and reporting. By integrating the CRM of the company, transactions are consolidated, which provides valuable information to deepen the customer profile or make decisions.