CRM application taps into consumer behaviour

Eureka was originally developed as a bespoke application for – among others – Brandhouse and has been implemented as the back-end structure of Levi Strauss South Africa's relationship marketing programme, the Levi's Loop. This marriage proved to be so successful that Levi Strauss' CRM agency – Oscar Tango – recently won a Gold Loerie Award in the category, Experiential: Strategic CRM Programmes.

“The great success of the Levi's Loop programme and Eureka's role in helping Levi Strauss SA achieve their relationship marketing targets puts this application miles ahead of its competition,” claims Jon Jacobson, MD of Global Vision.

“The Loeries also endorses Eureka as a highly successful relationship marketing system. Among other things, Eureka enables Levi Strauss to code automated communication messages to ensure that the consumer receives a seamless consumer experience; all based on their own personal journey with the Levi's Loop programme. These functionalities allow Levi Strauss SA to communicate with their members through a variety of channels, including mobile, in a timeous and relevant fashion,” he said.

Candace Gilowey, marketing manager of Levi Strauss SA, says that since inception a year ago, Eureka's performance in support of the Levi's Loop programme has surpassed expectations to such an extent that Levi's recently added two additional programmes, Original Music and Young Guns, to Eureka.

“The addition of these programmes provides Levi Strauss SA a single view of their consumer – a marketing strategy that globally is proving to be the way forward,” she said.