Kubrick facilitated the rollout and strategic direction of a nationwide supermarket customer loyalty scheme, driving c£204m incremental sales (c$254m USD).
Consultants
6
Number of customers onboarded
8.9m
Total cash earned by customers
£202m
KubrickCustomer Analytics & Rewards
The challenge
- A national supermarket were launching their customer-centric rewards project, to drive customer loyalty, increase market share in the mid-tier FMCG market and, ultimately, boost profit.
- Simultaneously, the organization was moving from a clunky system of overlapping SQL databases to Azure and Databricks. Data was therefore being continually transformed and consolidated, with changes in architectural designs leading to constant errors in the data, with negative impacts on available MI.
The solution
- A Kubrick Squad created the back-end tables to drive a series of dashboards focusing on key metrics. These were used to determine profitability of offerings, understand consumer behavior and bill partners in the project.
- Pipelines were built to enable the marketing team to carry out fine grained segmentation of customers, facilitating precise campaign targeting on a mass scale.
- Kubrick contributed to stabilizing the final architecture, carrying out vital QA work / process reviews.
The results
- Overall, the rewards scheme reached c.9m customers, driving c£204m incremental sales (c$254m USD).
- Segmentation pipelines enabled individualized marketing campaigns, focusing on c125 different attributes rather than the previous c40.
- Dashboards were supplied to C-suite executives, which were critical to direct the project at a strategic and tactical level.
