A leading UK supermarket engaged Kubrick to drive revenue by addressing clunky data architecture to ensure the successful launch of a nationwide customer loyalty scheme.
Additional sales revenue
Customers onboarded
Increase in customer data points to inform marketing campaigns
With clear links to increased revenue, reduced acquisition costs, greater resilience to market changes and higher market share, improving customer loyalty is crucial for FMCG and retail businesses.
KubrickCustomer loyalty unlocks $254m
The challenge
A UK national supermarket engaged Kubrick to facilitate the launch of a nationwide customer loyalty scheme and address clunky data architecture to better inform decision-making, drive better MI and boost revenue.
The solution
01 Kubrick moved the client from overlapping SQL databases to Azure and Databricks ensuring data was properly consolidated, errors were removed and MI was significantly improved.
02 Back-end tables were created to drive a series of dashboards focusing on key metrics. These were used to determine profitability of offerings, understand consumer behavior and bill project partners.
03 Pipelines were built to enable the marketing team to carry out fine grained segmentation of customers, facilitating precise campaign targeting on a mass scale.
04 Continued stabilizing of the final architecture, carrying out vital QA work / process reviews.
The results
The successful rollout of the rewards scheme saw it reach c.9m customers and drive $254m in incremental sales. The delivery of segmentation pipelines enabled the development of individualized marketing campaigns using trusted data across 125 different customer attributes versus 40 before the project began. The improvement in data quality and sources enabled the creation of C-suite level dashboards, improving strategic and tactical decision making.
