Loyalty tailored to every customer, unified across every channel
For Teknosa we built a comprehensive loyalty and campaign management platform that knows the customer, segments them by behaviour, brings the right campaign to the right member and makes the results measurable.
About Teknosa
Teknosa, which first introduced Turkish consumers to the technology-market concept, is today the closest and most trusted technology retail chain for its customers, with a wide store network, an e-commerce site and mobile platforms. Blending digital and physical channels to meet customer expectations, Teknosa continues to lead the sector in the omnichannel model. Aiming to build Türkiye’s largest service ecosystem in consumer electronics, the company has successfully completed its digital transformation from the supply chain through to after-sales services. Embracing a data-driven management culture, the company increases its CRM investment, analyses data with artificial intelligence algorithms and continuously improves the customer experience.
Loyalty tailored to every customer, unified across every channel
Challenge
Customers interact with Teknosa through many channels — store, website, mobile app, call centre and SMS. Assessing these contacts separately made it hard to see the customer’s purchase history and TeknoClub experience as a whole. The same customer’s transactions across different channels needed to become one shared loyalty profile. TeknoClub offers benefits that change with purchase volume through membership tiers such as TeknoPlus, TeknoPro and TeknoElit. Many rules — spending over the last 12 months, return periods, transactions included or excluded, tier transitions — had to be calculated correctly and consistently for millions of members. Teknosa campaigns can carry many conditions at once: membership tier, spend, product category, brand, channel, date, payment type and customer segment. Managing campaigns of that scale with manual processes would cause rule conflicts and campaign results being tracked in different sources. Offering the same campaign to millions of members would lead both to irrelevant communication for customers and to inefficient use of campaign resources. Technology customers differ in the categories they follow, how often they buy, the channel they prefer and the relationship they build with a brand. The real value of a loyalty programme appears when the customer can easily use the benefit they earned on the channel they prefer. A membership tier or campaign benefit visible on only one channel would fragment the customer experience. Knowing only how many people a campaign was sent to was not enough to judge the real business outcome. Member acquisition, campaign participation, benefit usage, tier transitions and sales impact all had to be followed in a shared reporting structure.
Solution
We unified customer and TeknoClub data on Microsoft Dynamics 365 and 1page-Loyalty&Campaign. Purchases made in store, on teknosa.com and in the mobile app merge under the same customer profile together with membership details, campaign participation, earned benefits and communication preferences. Whichever channel the customer buys from, the TeknoClub tier and the benefits available are managed from one shared structure. We manage tier calculation and loyalty rules on the Microsoft Dynamics 365 infrastructure. The customer’s eligible purchases are evaluated to determine their tier; when the criteria are met the customer moves up a level. Tier-based benefits such as discounts, free shipping, express delivery, extended return periods and priority service are assigned to the customer profile automatically. Returns and transaction changes are included in the calculation so the tier stays current. We centralised campaign creation and management on Microsoft Dynamics 365. A campaign’s target audience, validity dates, spending conditions, channel criteria, included and excluded products and the benefits granted can all be defined in the system. Different benefit models — gift vouchers, discounts, preferential prices, birthday offers or tier-specific privileges — are managed from the same campaign infrastructure. We created dynamic customer segments on Microsoft Dynamics 365. Customers can be segmented by TeknoClub tier, spend, purchase frequency, categories of interest, channels used and campaign engagement. Segments refresh with current behaviour and feed campaign audiences directly, so every campaign reaches the customers who match the defined conditions. We integrated TeknoClub membership and campaign benefits with Teknosa’s physical and digital sales channels. Customers can join TeknoClub in store, on teknosa.com, in the mobile app or by SMS, and use the discounts and benefits they earn in store, on the website or in the app. In store the phone number, and on digital channels the customer account, reach the same TeknoClub profile. We combined campaign and loyalty data on Microsoft Dynamics 365 with the reporting infrastructure. TeknoClub member growth, transitions between tiers, segment sizes, campaign reach, participation, benefit earning and usage results became traceable. Reports can be evaluated across dimensions such as channel, campaign, period, customer segment and membership tier.
Result
Teknosa can now see its customers not only through transactions but through the whole relationship they build with the brand. TeknoClub members use their benefits seamlessly in store, on the website and in the mobile app, while every channel works on the same current customer and loyalty data. The loyalty tier of millions of members is managed consistently and traceably on the same rules. Customers gain more value as they shop more, while Teknosa can develop loyalty not merely through campaign participation but through a long-term customer relationship. Teknosa teams can create, manage and follow campaigns with different rules and goals on a shared structure. Campaign information reaches store, web and mobile channels consistently, while the conditions under which a granted benefit can be used are controlled centrally. Teknosa moved from mass campaign communication to a marketing model personalised by customer behaviour and value. More relevant offers are created for customers, while campaign teams can direct their communication at more accurate audiences. TeknoClub became a unified loyalty programme that does not restrict the customer’s choice of channel. Customers can use value earned on one channel on another, while Teknosa can follow the entire shopping journey under the same loyalty relationship. Teknosa teams can now evaluate campaigns on actual customer behaviour rather than assumptions. The result of every campaign becomes organisational learning that feeds the next segmentation and campaign decision.