This national supermarket chain had a certain level of understanding of its core customers – supported by the insights offered by its established loyalty card scheme – but didn’t have an effective way of talking to them. And neither did it have the full picture of the ways in which customers were, in turn, communicating with the brand itself.
To understand this communication and help respond in a more personal and informed manner the retailer wanted to create a Unified View of the Customer that it could use in conjunction with new marketing technology that would avoid time-consuming, manual interventions and provide an informed and personalised customer experience. The business wanted to improve efficiency, take control of the customer experience and increase upsell and cross-sell by creating a more engaged customer.
When appointing partners to deliver the business change and technology to achieve these objectives, the client split its requirements into two streams. One covered data and the other marketing – on which the majority of this case study is focused.
The solution was to provide technology that would regulate the campaign briefing approval process and provide an automated approach to campaign management.
To do this they selected IBM Campaign and IBM Marketing Operations. And then selected a specialist team that could leverage extensive domain experience and track record delivering marketing solutions to grocers both in the UK and abroad.
The project has already radically improved the retailer’s ability to change campaigns and rebuild them much faster and respond to custom behaviour in flight.
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