Skip to main content Skip to main navigation Skip to search Skip to footer

Customer Loyalty & Segmentation - Analysis tools for shopping behavior & intelligent commercial marketing

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

The Challenge

  • 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

HCL’s Solution

  • 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

Value Delivered

  • 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

DOWNLOAD THE SUCCESS STORY

Contact Us
MAX CHARACTERS: 10,000

We will treat any information you submit with us as confidential. Please read our privacy statement for additional information.

We will treat any information you submit with us as confidential. Please read our privacy statement for additional information.