MMC (A Dawson Group Company)

What are the benefits?

• Numerous possible business to consumer applications, such as brochure, ticketing and literature request lines.
• Accurate capture of customer address information as speech is seamlessly compared to nationwide database of names and addresses.
• Efficient entry of customer details with no need for an operator to re-key order information.
• System operates 24 hours a day, 7 days a week, fully integrated with MMC's custom built stock control and ordering systems.
• Tried and tested technology, currently employed by MMC on behalf of Electrolux and WAGN Trains

How is the system being used?
In one example Electrolux consumers in the UK can telephone a number in order to place requests for brochures. The fully automated system first prompts the caller to state their postcode and name. Their speech is then processed and compared to a database of addresses. In the majority of cases the system can identify the caller's details. Having confirmed these, voice recognition is again used as the caller selects from an array of brochures. In instances where the address is not recognised (for example, when a new address is not held in the database), the caller's details are recorded for an operator to key in later.

Retail Support and Point of Sale Distribution
Supplying marketing materials such as showcards, leaflets, brochures, posters, merchandising items, clothing, etc., is one of the least glamorous aspects of marketing. Yet unless this is handled efficiently, even well planned promotions can be a complete waste of time.

At MMC we receive marketing materials into our warehouses; collating, packaging and despatching them to retail outlets world-wide.

Computer Controlled Distribution
All dealer support activities are managed by computer and we develop computer programs in line with the specific requirements of each client with our in-house development department. Stock of materials is computer controlled, with automatic re-order prompts which highlight the need to re-order from nominated suppliers. Automatic back-order release systems ensure that unavailable items are released to fulfil outstanding orders, without delay.

All necessary documentation is produced by computer and consignment notes are used to provide proof of delivery where necessary. Queries are dealt with by on-screen access to retailers’ transaction records and stock item files. This enables us to provide accurate answers to queries, without delay.

In-bound Telephone Support
For some clients we provide in-bound telephone facilities which are used by retailers for ordering materials, or for queries.

Handling the Largest Transactions
MMC manage retail support activities for the smallest chains through to the largest multinationals. One of our clients has 26,000 retail customers world-wide and we manage their entire retail support service, supplying materials for scheduled promotions and fulfilling daily requests from retailers.

Restrictions and Controls
Our systems can restrict the ability of retail outlets to order materials, according to their grade or category. Bad payers can be flagged and we can invoice individual outlets for all, or some, of the items ordered.

Flexibility in Management
Flexibility is an important feature of our service and each client is given a tailor-made service, which is designed to meet their individual requirements. Comprehensive stock reports and detailed analysis of orders supplied to each retailer are provided in whatever format the client requires. When required, we can set up an online facility so that clients can monitor stock and transactions from their own remote desktop computer terminal.

Fulfilment
Fulfilment of promotional offers can become a minefield of problems if the handling operation is not run on an efficient computer system. The extra administrative workload put upon clients and agencies by inadequate reporting and control systems can lead to considerable frustration, excessive time-wasting and unacceptable costs. At MMC we handle every promotional fulfilment project by computer, including premium offers, vouchers, cashbacks, chequebacks and competitions.

Comprehensive Transaction Management
From the moment we receive promotional items into our warehouse, stock details are input to our computers and a comprehensive stock control and stock re-ordering system monitors every transaction. For situations where our clients' suppliers are unable to provide replacement stock on time, we have developed an automatic back-order system. This ensures that applicants are notified of any delay and their application is automatically fulfilled as soon as new stock is received.

Customer Hotline
We provide a customer hotline for handling queries. Queries are handled by access to applicants records on screen and this enables us to provide fast, accurate answers to their questions. Each application from consumers is datacaptured giving the facility to generate Post Office 'Trackback' numbers which provide proof of delivery where necessary.

From the Smallest to the Largest
A major project which MMC recently managed involved the redemption of large numbers of vouchers in return for gift items which were selected from a promotional catalogue. All applications were processed by MMC, although some of the items were despatched by product suppliers. In addition to controlling the stock in our own warehouses, we also manage allocated stock quantities in these suppliers' warehouses. We advise our clients when the stock carried by suppliers reaches re-order level and they replenish stock as required. Applicant's entitlements can be calculated automatically and incorrect applications rejected. Payments are logged and errors in payment are flagged by our systems. Malredemptions are recorded and applicants are advised of the errors by personalised letter.

Personalised Promotions
For some promotions, personalised vouchers are printed and dispatched to applicants. These vouchers can be specified for redemption at a nominated branch and we can receive redeemed vouchers back from retailers for analysis of results. Many clients now require MMC to collect additional information on purchases and shopping habits, for example, from promotional applications and we later select from this information for future contact. Where sales or retail staff-promotions are undertaken, we can fulfil applications from staff members and can log their claims against product sales. This may be done on a one-off basis, or applicants may accumulate points for future redemption against gifts, Air Miles, Holiday Points, etc. In addition, we can distribute all staff promotional materials to branch offices, or retail outlets.

Tailor Made Services
The range of promotional possibilities is vast, but whatever the scheme, if it involves applications of any kind, from consumers, the trade, or staff, we can set up a tailor made service to handle all aspects efficiently and cost effectively.

Response Handling
Direct marketing communications are designed to elicit responses from existing or potential customers. The quality of reply back to respondents reflects upon the advertiser.

At MMC therefore, we ensure that all responses are dealt with promptly so that our clients are perceived as efficient by their respondents.

Industry Leading Performance
Responses are handled on the date received and the relevant reply is despatched within 24 hours. In independent assessments of response fulfilment by the direct marketing press, we have consistently proven to be one of the leading marketing support companies in relation to speed and quality of service provided.

Multiple Source Response
We receive responses from media advertising, statement stuffers, mailings, door drops, on pack promotions, exhibitions and a variety of other sources. Often the response arrives via telephone, either via a dedicated line, or a Freephone number. In most instances there is a need to reply to respondents by sending out information materials, gift items, personalised letters or vouchers. Materials are held in our warehouses and an automatic stock control program records all issues or receipts of these. An automatic stock re-order feature enables us to advise clients of the need to re-order or reprint materials and thereby avoid out-of-stock situations.

Regional Personalisation
Respondents’ details are datacaptured onto our computers and from this information personalised letters are generated by our laser printers. An important feature of our service is the ability to link respondents to the appropriate retailer, dealer, broker or salesperson, in any given area. Our letter of reply to the respondent often indicates the name, address and telephone numbers of the two, sometimes three, nearest sales outlets or dealership. Dealers are sent details of respondents from within their area by telephone, fax, direct downline transmission to their computers, or by post. They can then follow-up respondents locally.

We also offer a follow-up service whereby retailers,dealers, etc, are contacted to establish the results of the sales leads which we have forwarded to them. Results are fed back into our computers to produce detailed analysis of enquiries and actual sales generated by each medium used in the campaign. Customer and respondent databases are also built from the information gathered and those on the database are re-contacted at regular intervals.

Competitive Pricing Structure By using the most up to date technology we can datacapture responses in a fraction of the time taken by other handling houses. This is reflected in our competitive price structure. Each response handling operation requires a different approach and we discuss clients’ requirements in detail before developing a handling service which meets their specific needs.

Database Building and Related Handling
If database building and management are combined with all aspects of fulfilment, the result is a more co-ordinated and better controlled service.

At MMC we have long been experts in handling and fulfilment and have realised that the development of effective computer programs is essential to the success of most handling projects. Consequently, we have established our own in-house programming facility, which is second to none in the industry.

Integral Management of Databases
As most fulfilment projects involve, at least, the datacapture of applicants names and addresses, it has been a natural evolution of our service to design and manage more complicated databases. Unlike computer bureaux, whose business is based on building and managing databases, we see database building as an integral part of the overall fulfilment service which we provide to clients. Our ability to develop flexible databases consequently exceeds that of most computer database bureaux. Combined with our facilities for handling and fulfilment and our considerable experience in that area, we can provide clients with an integrated database management and handling service.

Improved Co-ordination and Reduced Costs
Instead of different contacts for fulfilment and database operations, our clients have a single contact point for both. This means that communication time is reduced, co-ordination is considerably improved, and the time required to make changes is greatly reduced. Added to which, the cost of setting-up and managing the database is largely absorbed into the normal administration charge for handling, therefore computer related costs are much lower.

"Club" Databases
Our databases hold a variety of information about consumers, enquirers and retailers. For some clients, we hold club databases, consisting of consumers, retailers and sales staff. Club members are contacted at predetermined times, with selective offers and the operation can involve promotional fulfilment. We can collect any information specified, from responses to mailings, doordrops, on-pack offers, returned questionnaires, reader enquiries, and telephone enquiries.

Merge / Purge and Selection Criteria
National database information on consumers, such as ICD, ACORN, etc., can also be merged with the data which we hold. Should you need to select from the database using a range of different criteria, (eg: product usage, cross referred to place of purchase or lifestyle), we can undertake this. Furthermore, we can also undertake the initial mailing and deal with any responses which are generated by the mailing activity.

Consumer Loyalty
Consumer activity can be directed, so that all subsequent contact with consumers or enquirers on the database refers them to a named retailer at a specified store address. This helps to develop consumer loyalty and makes retailers more willing to hold stock and participate in in-store promotions. Where consumers then respond by visiting the retail outlet we can monitor the outcome in terms of sales. The possibilities are many and varied and we can give advice on developing your database to make it a truly valuable resource.

Mail Order
Where marketing activity involves the selection and ordering of items from brochures or catalogues, MMC can provide a truly personalised service which is tailored to meet each customer's specific handling requirements.

Books, literature, videos and gift items are held in stock and despatched to order. Telephone orders can be received on a dedicated line or a freephone number. There are freepost and reply-paid addresses for orders by post. MMC have the facility to receive orders and payment by cheque, credit card or postal order. Mail order items can be supplied to customers on approval or on instalment payments schemes. Invoicing and follow-up of non-payers are part of the service.

Computer Control and Financial Management
Stock and order processing, query handling, reporting and financial reconciliation are all computer controlled. Detailed reports on orders received, order values, stock levels, and backorders are provided to clients regularly. Financial details can be fed directly into a client's own accounts system via disk, tape, or down-line transmission. Automatic re-order level prompts and stock movement reports highlight the need to call off materials from nominated suppliers. Progress-chasing nominated material suppliers, to ensure stock availability, is an aspect of the service which MMC undertakes on behalf of clients. Where postal tracking is required, we generate address labels with unique reference numbers which correspond with the Post Office's own tracking numbers. This enables us to track the movement of parcels through the postal system and to obtain a customer's signature as proof of delivery, if required.

Customer Targeting
Individual records are maintained for each customer and details of all orders, despatch dates, payments, malredemptions and backorders are available on computer. Using this information, we can selectively contact past customers with new offers which are directly relevant to previous purchases. Ordering activity is analysed to determine the effectiveness of each item, relative to other items in the brochure, so that clients can assess the value and importance of each. Returns, refunds and replacements are also handled and details of these appear on reports which we provide to clients.

Flexible Service
Where Education Service packs are available on a mail order basis, we collate them, varying the content of each pack depending on the customers needs. This flexibility is an important feature of our service which few competitors can match. We undertake all aspects of order handling and administration, leaving our clients free to concentrate on other matters. We ensure that the client always has overall control, via a reporting system which is tailor-made to their requirements and which gives them sufficient information to manage the operation.