Big Regional FMCG Retailer
November 8, 2022
Retail/FMCG, Tea, Food | 11,5 Tsd. employees | >500 Tsd. customers | North Germany | >1 Mrd. € annual turnover | More than 100 years history
An enterprise solution for segmentation, recommendations & customer clustering.
Initial situation
- 991 Tsd. transactions
- 311 Tsd. customers
- Online Stores, Wholesale Stores
- Proprietary ERP and Web shops, CRM, demand/replenishment automation
Challenges and Problems
- Global change in the IT Strategy, focus on data-driven AI solutions
- Introduction of customer loyalty program
- Priority 1: Customer segmentation
- Priority 2: Personal product recommendations using E-Mail and Market App (real-time)
Solution
- Collected the transactional data from DWH
- Collected product data from databases
- Collected customer data from CRM
- Rolled out enterprise solution for segmentation, recommendations & customer clustering
Results
- 67% are churn 1-timers: planned new activation campaign
- Created wake-up campaign with recommendations for important dormants
- Identified 26 significant customer clusters
- For cluster ”champions”, AOV was increased from 69€ to 87€
Let's discuss how customer segmentation analysis can help your organization. Feel free to contact us +49 (0)6102 574 386 0 or via form below.
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