Customer loyalty is a strategic differentiator for retail businesses, with clear links to increased revenue, reduced acquisition costs, greater resilience to market changes and higher market share – but it all rests on reliable and usable data.
$254m
Incremental sales identified
9m
Customers onboarded
- 01
The challenge
A national supermarket engaged Kubrick to address issues with its data architecture ahead of the launch of a customer loyalty scheme.
- 02
The approach
- The first step was to significantly improve the management information.
- Moving overlapping SQL databases to Azure and Databricks ensured data was cleaned and consolidated.
- A series of dashboards focused on key metrics were created to determine profitability of offerings, understand consumer behavior and bill project partners.
- Pipelines enabled the marketing team to carry out fine-grained segmentation of customers and target precise campaigns.
- Quality assurance and process reviews helped stabilize the final architecture.
- 03
The impact
- The rewards scheme reached 9m customers with a potential of £254m in incremental sales.
- Customer attributes used to personalize marketing campaigns increased from 40 to 125.
- The improvement in data quality and sources enabled the creation of C-suite level dashboards, improving strategic and tactical decision making.
Turn outcomes into impact
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