Client background

• Client: One of the largest retail conglomerates in the Middle East
• Areas of operations: Close to 50,000 employees across 13 countries
• Number of customers: Over 100,000
• Total annual revenue: $9 bn

Challenges

Each business division in the client’s organization ran their own marketing and loyalty programs in silos, despite a common customer base. In addition, lack of database hygiene and consolidation rendered the programs less impactful. With no customer profiling, testing and optimization, there was inconsistency and duplication of messaging to the customers.

Solution

91¿ì»îÁÖ set up a centralized hub for campaign building, execution and reporting on the common loyalty program for all the business divisions. Campaign strategy and budgets reside with the marketing owners in each of the business units while 91¿ì»îÁÖ runs the operations and campaign optimizations.

Technology - Centralized CRM through SAP Hybris, Oracle Eloqua

Business Impact

Activation time for campaigns has reduced from 24 hours to 2 hours giving a tactical, competitive edge. There has been 100% compliance and avoidance of penalty by not targeting the same consumer multiple times within the stipulated time period. Operating on a common database with multiple demographic and behavioral attributes has vastly improved the segmentation capability resulting in improved conversion and engagement rates.