Advantages
• 3% additional income
• Investment amortized in 5 months
Issues
How can exploiting customer knowledge contribute to improving one’s overall margin?
Challenges
• Better allocate budgets for solicitations and rewards by personalizing customer relationships
• Increase brand loyalty
– Detect opportunities and select up-sell offers in an individualized way
– Create exit barriers by diversifying the shopping cart
• Increase the realized margin on products
Context
This leader among supermarkets has more than 1 million customers and a network of more than 70 stores. Customer behavior and expectations are becoming increasingly diverse, and complicate a market marked by strong competition.
Solution
Actions
D-Predict® manages more than 100 self-learning cross-sell and up-sell scores deployed in 50 departments.
Updated daily, the scores are used to predict consumer needs and behaviors, identify high-potential customers, and arbitrate tenders under budget constraints.
A relationship marketing action plan is defined on the basis of these scores. Ultra-personalized commercial operations are set up on different media (text, email and/or purchase coupons).