Operating in 42 countries, Edenred is an international company that specialises in employee benefit and meal vouchers. In the Czech Republic, Edenred meal vouchers are used by over half a million employees, representing more than 23,000 companies. As a large-sized, forward-looking company, Edenred is naturally focused on maximising the use of new technological trends through investment in digitisation. Aided by a quality sales team and dedicated customer care professionals, it provides high-quality services for companies, employees and partners alike.
The acquisition campaign planned by the Edenred sales team focused on enlisting companies to distribute Edenred meal vouchers to their employees. The sales concept was based on the principle that these employees were more likely to use their meal vouchers at restaurants and cafes that accept Edenred meal vouchers in the immediate vicinity of their places of employment.
The challenge was to choose companies located within 500 meters of particular sites of interest and, importantly, those that had not yet used Edenred’s services.
"The boosting of smart sales by location analysis really does bring results and increases return on investment."
Zuzana Hudecová Merchant product manager, Edenred
Location Intelligence delivers precise customers targeting and increases ROI of the sale campaign.
CleverAnalytics used a database of all companies employing at least 10 people, a list of companies already using Edenred services, and a list of points of interest as outlined in the overall sales concept. All databases were in different formats.
First CleverAnalytics geocoded all business addresses and locations of interest so that they could be displayed on the CleverAnalytics platform map. After importing all data to the CleverAnalytics platform, they hid all of the companies that were already using Edenred services using map filters. CleverAnalytics subsequently filtered out all of the companies that were more than 500 m from the point of interest, further decluttering the map view.
CleverAnalytics presented the Edenred sales team with a bespoke database of relevant, eligible businesses as earmarked in their acquisition plan. The campaign ended up being 25% more successful than previous non-location targeting campaigns.
Bolstered by their collaboration with CleverAnalytics, the Edenred sales team have subsequently employed new smart-selling strategies to ensure they invest in more relevant campaign targeting.