Canal Walk, one of the premier shopping centres in SA, has successfully employed Computer Associates (CA) software solutions to build a fully interactive customer incentive and loyalty programme.
Canal Walk is said to be the first shopping complex in Africa to launch such a comprehensive customer relationship management initiative, which leverages CA`s Advantage, CleverPath, eTrust and AllFusion software.
Canal Walk`s Incenta programme involves close to 100 retail outlets and aims to enlist 90% of the 400 stores within the complex by the end of the first year. Key business objectives are to identify loyal patrons, increase the frequency and duration of their visits and - most significantly - increase their spending in the centre. More than 16 million people visit Canal Walk annually.
Incenta is based on a debit membership card concept, allowing shoppers to accumulate "i-cash" bonus rewards based on their purchases at any participating store in the centre.
"The Incenta programme is an entirely new concept for the South African retail market and, as far as we know, may be the first of its kind in the world," says John Biesman-Simons, financial director of Canal Walk Ltd. "What makes it particularly compelling is that shoppers can immediately see their programme rewards and redeem them from the seventh day of the following month at any participating retail outlet."
The programme`s core supporting application is built on a sophisticated database that was designed using CA`s AllFusion ERwin Data Modeller.
The database runs on CA`s Advantage Integration Server that intelligently synthesises customers` purchasing data. CA`s CleverPath Portal and CleverPath Forest & Trees provide the intuitive presentation and reporting capabilities that make the Incenta system visually appealing and easy to use for Canal Walk staff, store managers and centre customers.
The networked infrastructure that supports the Incenta system is fully secured and protected from viruses and other malicious code by CA`s eTrust Firewall and eTrust Antivirus.
In addition to providing "i-cash" purchase incentives, the Incenta programme will accumulate a wealth of information about the buying histories and habits of the 16 million shoppers who visit the centre every year. Canal Walk tenants can use accurate, detailed profiles of regular shoppers to formulate highly targeted special offers and market promotions.
These promotions can include SMS (short message service) messages to cellphones of shoppers as they enter the centre area.
"The Incenta programme uses new-generation technology to give Canal Walk and its tenant retailers substantial business advantages," says Alan West, CEO of Velociti Solutions, the CA integration partner responsible for developing the Incenta system.
"It`s a powerful programme is underpinned by proven direct marketing principles and customer relationship management components that will provide key information on shoppers` individual preferences and buying patterns."
CA Services supported the development of Incenta with five full-time consultants and other expert consultants and technologists.
"Incenta is one of the most ambitious e-business projects that SA has ever seen," says Dan Van der Westhuizen, CA regional manager, Africa, Middle East and Israel. "It has been a phenomenal experience to see such a broad range of our technology solutions being used so effectively to generate such tangible business advantages."
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