Grocery Retailer Case Study MAJOR MID-WEST GROCERY RETAILER INCREASES LOYALTY WITH NEW CIAM SOLUTION HOW AN INNOVATIVE GROCERY RETAILER STREAMLINED CUSTOMER PROFILE DATA MANAGEMENT AND INCREASED CUSTOMER LOYALTY This major grocery retailer operates 72 grocery stores and 38 pharmacies across Indiana and Ohio. The company has a history of innovation – it was the first grocery store in the world to use electronic scanners – and today it’s the first grocery retailer in the U.S. to use beacon technology in all of its stores. Its mission is to create an exceptional shopping experience while supporting and improving the communities they serve. Traditionally, marketing campaigns have been a successful tactic for retailers to communicate with customers. These campaigns can help create loyal and engaged customers when executed correctly. But, many existing digital solutions are inflexible and non-customizable. BUSINESS CHALLENGES The company wanted to deliver marketing campaigns for a tailored, personalized experience based on each of its customer’s journeys and interactions. However, its existing digital solution was inflexible and utilized a shared platform that was not easily customizable. The team’s processes were manual and they were stuck relying on data that wasn’t being provided in real time. Rather than a single product, the company needed an adaptable solution that would provide the ability to have a single and unified view of their customers. Additionally, they wanted to bring together all of their siloed data from sources such as loyalty programs, digital offers and mobile data platforms. SOLUTIONS With flexible schema and flows, the company was able to customize the platform to its needs including the ability to add in data from the loyalty and digital coupon programs. This data was now being pushed from the Janrain customer profile to the Salesforce Marketing Cloud, enabling the company to take action far more quickly. Instead of receiving a loyalty card at the store and taking it home to register online, users could now instantaneously join and use their loyalty program. From here, the company took its technology to the next level with their “Best Price Program.” Now, with a holistic view of their customers, it combined purchase history and predictive analytics to create a unique and truly personalized email offering for every customer in the program. In the grocery business, coupons often come from the manufacturer but this grocery retailer wanted to be able to provide its own in-house coupons as well. Utilizing a beacon-enabled solution, it activated the customer’s mobile app when they walked into the store and sent them an in-store digital offer for a free featured item of the week. This enabled the company to expand its customer behavior insights from data obtained through user device activity. WHAT’S NEXT? According to the company’s marketing tech consultants, pairing these best-of-breed technologies created a digital platform that attracted and converted visitors, increased traffic to the store, and increased a shopper’s basket size. ALL TOGETHER, THESE STREAMLINED, HIGHLY TARGETED AND PERSONALIZED MARKETING CAMPAIGNS ACHIEVED THE FOLLOWING RESULTS: • Email acquisition rates increased by 1.5X due to process automation from the Salesforce Marketing Cloud. • The mobile app saw a 9X increase in app usage and a 4X increase in downloads of digital coupons. • Homegrown and manufacturer digital coupons that were pushed via website, email, mobile app and in-store beacon-enabled technology experienced an increase of 4X the digital activations. • A 15X increase in unique site visits overall led to average monthly registrations increasing from 800 to 3750 per month.