Success Stories
Customer Loyalty & Segmentation - Analysis tools for shopping behavior & intelligent commercial marketing
Customer
A unique consumer-owned business - the largest of its kind in the world. In businesses spanning food to finance, farms to funerals, it employs 70,000 people in UK and has sales of over £7.7 bn
- Losing Loyalty: Lack of usage of loyalty card primarily by younger generation
- Complex data: no personalized spend incentive to over 3Mn high spending customers
- Dividend scheme not used for 3 yrs leading to deviation of the core co-operative values of profit sharing and decrease in co-op movement
- Developing smart cards based solutions that could register customer transaction either by swiping them or bar code scanning them or keying the loyalty card number
- Bar-coded coupons in the form of Key Fobs & Mobile Stickers mailed to dividend customers. E-coupons also used for smsing to customers
- On usage of these coupons, data related to spending trend of customer is collected. DW/BI tools are then used on information collected from these dividend cards & coupons
- Customer profiling has increased by usage of this system
- Ease of recording transaction information through loyalty cards has increased the pool of loyal customers
- By analyzing coupon usage and spending trends customized mailers are generated for each customer
- Decrease in telephone calls to the call centre from customers who did not carry loyalty card to PoS - leads to huge savings
- Customized mailers improved profitability by 10%
- Increase in participation to the Co-operative movement to 4 million by 3 years
- Sales and commission from membership base led to increase in revenue by £ 200,000 pa over 2 years
