LBi International

www.makro.be

In March 2003, LBi released the first version of its multilingual CMS solution. Contributors from different divisions could submit their data separately in their own language. Thanks to the built-in translation workflow mechanisms, Quality Assurance & Publishing procedures, the users can safely manage content, without loosing sight of what other contributors are doing, or of what’s being put online at what time and by whom.  Based on LBi’s in-depth CMS knowledge, we managed to set up a smoothly growing CMS infrastructure that’s keeping up with the targets of Makro’s online strategy.

 

Increasing the subscribers numbers through Opt-in Newsletters, astonishing results

Secondly, Makro wanted to build up a large digital audience via bi-weekly newsletters. Registered subscribers get exclusive access to promotions and discount vouchers 2 days earlier than offline customers. Starting from scratch, we developed an Opt-in database with over 260.000 registered customers which is 158% of the initial target and represents over 40% of Makro’s regular customers base.  

 

State of the art e-brochure, detailed measurement & valuable Management Information

Thirdly, LBi built a consistent link with e-campaigns and newsletters by developing a visually stimulating e-brochure, based on an extremely user friendly interface and extra push techniques such as “Tell a Friend”, “Stay informed”, a virtual Shopping List…  This e-brochure created the ultimate difference with its competitors.  Thanks to the dynamic content generation, linked with the back office and desktop publishing tools, this e-brochure is the next step to evolve towards a full e-commerce portal.  Meanwhile, Makro has the possibility to measure the “success factor” of any product, two days before the products are even available in store.

 

Makro’s Suppliers Portal, vital bi-directional communication for business developments 

This intranet based suppliers portal enables Makro to very efficiently communicate on a daily basis with all the different stakeholders at the supplier’s side. Several thousands of stakeholders are notified by email and individual “portal to-do-lists” about changes, progress and status of 12 different domains (such as e.g. EDI, Barcodes, CRM, contracts …).  Makro ensures itself that all the final stakeholders have a 24/24 access to the most up to date information available. In return, Makro keeps at all times an overview about the specific status of a particular domain from an individual supplier.  Thanks to this portal solution, both parties can continuously collaborate on the different technical challenges e-business requires nowadays.

 

The Makro Key Account Manager stated:

“This is a superb tool, which enables us to counter the many technical challenges and changes we will encounter for the coming years. The fact that this portal almost runs itself without any administration overhead while we stay 24/24 in very close contact with the different stakeholders at the suppliers’ side gave us, on top of  a very impressive ROI, the absolute confidence that we can very swiftly move ahead with our ongoing state-of-the art e-business projects.”  

 

Looking to the future with LBi

Today Makro Cash & Carry Belgium clearly over achieved its goals with over 1.500.000 visitors per month, a growing customer database of 260.000 opt-ins and bi-weekly newsletters, while their online presence plays a more and more very significant role in Makro’s marketing strategy.  That’s why, after 4 years, our relationship just gets better and better and becomes more and more strategic.

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