202 Austrian brand Kika/Leiner transformed its approach to customer engagement by unifying campaign systems in the cloud with Diebold Nixdorf’s Vynamic Engage P ROF I L ED : K I KA / L E I NE R Taking retail loyalty to new heights Part of SIGNA Retail Group, Kika/Leiner is an Austrian furniture retailer with more than 50 stores. It offers high-quality, well-known brands at reasonable prices with numerous extra services, including express delivery within 48 hours. Kika/Leiner uses a mix of traditional and online channels to promote its products and to foster loyalty among its customer base. Promotions – typically delivered in the form of paper or digital coupons – are communicated using radio, TV commercials and in-store advertisements, and are distributed via printed media or mailings. These coupons can be redeemed in-store or online, enabling the company to easily introduce new products to its customers and encourage individuals to try out other brands and services. The firm has seen great success in offering discounts which have helped it incentivise customers to buy more, or make a purchase in the moment, rather than holding back and purchasing at a later date. The brand serves around five million customers per year and offers a wide range of furniture brands and products. As such, its marketing team has to define, create, distribute and manage the life cycle of several hundreds of promotions each month. Due to past acquisitions that resulted in a merger of different technology stacks, the marketing staff also need to create promotions in three different and decentralised campaign systems, each with their own basket calculation engine. This was a very time-consuming and error-prone process and made it difficult to guarantee consistency in promotions across all channels and customer touchpoints. Since the data was managed and stored in three separate systems, the campaign results – which included the number of coupons redeemed and actual spend per campaign – were difficult to analyse. In order to simplify the process of creating and managing multichannel promotions and coupons, Kika/Leiner decided to expand its existing partnership with Diebold Nixdorf – which had primarily focused on point-of-sale (POS) solutions – to cover loyalty management too. Kika/Leiner implemented Diebold Nixdorf ’s retail loyalty platform Vynamic Engage as a one-stop solution to replace the three existing campaign systems. Vynamic Engage is a cloud-native, customer engagement platform that serves both online and offline channels. It comprises three modules: one for loyalty management, one for couponing and vouchers, and one for advanced promotions. Each module can be used as a stand alone, or can be integrated with a retailer’s existing POS and enterprise resource planning systems via documented application programming interfaces (APIs). Given the business challenges and technology infrastructure already in place, Kika/ Leiner was most interested in the advanced promotions module. For Kika/Leiner, one of the key selling points of Vynamic Engage was that it is centrally hosted in the Microsoft Azure cloud. Marketers can create advanced, multichannel promotions and easily deploy these onto all customer “ Diebold Nixdorf’s Vynamic Engage helped us achieve our strategy of creating a future-proof loyalty platform”
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