Tefal, Krups and Rowenta appoint AAR for consumer data programme
5 Aug 2012: Groupe SEB, a world leader in small domestic appliances and cookware, has appointed consumer database specialist All About Response to implement and manage its UK and Ireland consumer data collection requirements for its three power brands Tefal, Rowenta and Krups.
Utilising AAR’s unique new Partnership Survey P.R.O. - Product Registration Online - data collection service, SEB will revitalise the way Tefal, Rowenta and Krups collect and generate quality consumer purchasing data.
The web-based P.R.O. collection service seamlessly gathers data in three distinct fields:
- Personal details i.e. name and contact information
- Purchase details i.e. related to product or service purchase.
- Lifestyle details (Voluntary) i.e. newspapers read, hobbies & interests, occupation
An in-pack call-to action leaflet will invite consumers to complete the online survey and offer a multi-level reward gallery of incentives, dependent on the number of sections completed and free entry into an annual £10,000 prize draw. All Rowenta responders will also be eligible for an additional one year product guarantee.
Immediately the registration has been completed an email will be sent to the responder confirming the rewards that have been earned. This email will also enable the brand to promote cross-sell sales by offering money-off vouchers pertaining to additional products in the range that the consumer has indicated an interest in purchasing via responses provided to the survey.
A back-end reporting tool has been designed specifically with customer services in mind. Responder details and responses to the survey are available within a second of a consumer submitting their registration.
Stuart Mckay, CSS Manager Groupe SEB UK, said: “Groupe SEB and its three brands, Tefal, Rowenta and Krups enjoy considerable success by offering our consumers products which precisely meets their needs. It is important that we continue to do so and AAR will help us to ensure that our marketing approach is specifically tailored towards this overriding objective.”
Simon Weinstein, Managing Director of AAR, added: “It is clear that more and more consumers are seeing the value of providing their data. They are happy to supply personal information to brands which they trust but this has to be in the most user friendly way possible and they want to be rewarded for their efforts. We are delighted to be working with Groupe SEB to provide them with an invaluable data source and an effective cross-sell opportunity.”
AAR's P.R.O service includes the provision of in-depth reporting and analysis on survey responses and is offered free of charge to manufacturers of consumer electricals and housewares products.
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