In Europe, borders are a thing of the past.
So, when running cashback campaigns in several countries, how do you prevent consumers from claiming their benefits in several countries at the same time?
Recently we got this question from one of our multinational clients.
In our product level campaign reports they had noticed that the same product had been purchased twice on the same day in the same store. Not unusual, but the cashbacks for these two Luxembourg product codes were claimed by two Belgian consumers.
That was the reason that these cashback requests looked suspicious, at first sight. As the personal information is missing in our product level reporting (because of GDPR), our client asked us to look into the matter and provide an explanation.
We looked for the consumer details and saw that these Belgian customers were living close to the Luxembourg border. They had purchased two washing machines in a major shopping mall right across the border. Our investigation showed that they did not claim the cashback for the same purchase in two countries.
If they would have tried, our anti-fraud software would have detected them. Because we check on duplicate email addresses, duplicate invoice numbers and duplicate geocodes.
All physical addresses are transformed to geocode locations, to thwart fraud attempts which try to mislead us by making small address changes.
Our anti-fraud software detects all possible fraud attempts, which are then queued and checked manually by one of our employees.
We do not only attempt to stop fraud, but we make the same effort to make sure that consumers who do deserve their cashbacks are paid as fast as possible. That is our way to support the brands that we are working for. After all, marketing campaigns need to have a positive impact on brand loyalty.
The last thing we want is negative attention on social media, because customers feel that they are not treated fairly by the brand.
That is why end-to-end thinking and the quality of our processes is so important to us.
If things are handled in the right way, it saves our clients the time, energy and hassle of setting things straight after they have happened.
And it ensures the positive brand image of our clients.
Interested in our way of working?
For Unilever we handled the personalized fulfilment of the New Lipton Ice Tea campaign for retailers. The retailers received a personalized parcel with samples of the new Lipton Ice Tea flavours and a Lipton Ice Tea glass with their first name on it.
We handled the picking and packing of the personalized items to make sure that every retailer received a matching branded Lipton Ice Tea parcel, containing several personalized items with their name on it.
Do you need support for your sampling fulfilment? Contact us to get more information!
So, let’s assume you want to run a marketing campaign but you do not have the infrastructure, staff and customized software to run the campaign. That means that you will have to outsource the management part of your marketing campaign. Or decide to build the software, buy the warehouse and hire and train the staff.
Outsourcing is easier. But how do you know if your campaign is handled in the right way? After all, you are running this campaign to increase customer loyalty. And poor handling of your marketing campaign can have the opposite result. Or even damage your brand by negative comments, shared on social media. So, you’ll want transparency and remote campaign monitoring.
Apart from campaign management information, the big picture, you want to be able to drill down on every single consumer who takes part in your campaign. You want to know when they took part, what they purchased, where they live and how fast their request (refund, gift, contest prize) was handled. And if there was a problem with their proof of purchase, you want to see the original document that they sent in.
Complete transparency, that is what you want.
And that is why we have online customer portals, where you can log in and search for individual customers who take part in your marketing campaign. We use two factor authentication for the login process, as data security and privacy is very important to us.
After logging in and searching on the consumer’s details, for instance a part of an email address, a list with search results is displayed.
Clicking on a name in the list reveals the details of the consumer’s participation in the marketing campaign, including a copy of the proof of purchase.
For privacy reasons, we have blurred the consumer’s details, but you get the picture.
This tool is very convenient for your in-house customer service staff, as they can look up the details immediately as soon as they receive a consumer complaint originating from an outsourced marketing campaign. Besides, you can constantly monitor the quality of service of your supplier.