Fortune 100 retailer
The retailer wanted to better understand its customers by building a Customer Genome for its more than 60MM households. This would enable the client to run a personalized interaction program to deliver personalized shopping experiences and offers for its customers.
Getting there required detailed analysis of individual transaction-level information and a robust segmentation capability. The client leveraged proprietary algorithms to decode the Customer Genome, and built more than 50 DNA markers for its 60MM households and business units. This enabled the client to optimize more than 400 offers across 14 business units. With its personalized interaction program, the client powered more than 75 campaigns every week, issuing 50MM retargeted offers using its Customer Genome database. The effectiveness of the campaigns was tracked using a Campaign Performance and Rules Repository that featured more than 550 unique business rules.
The successful personalized interaction program drove $200MM in incremental revenues and a 230% increase in redemption revenues—with an increase in redemption rate from 0.27% to 0.47%. In addition, by driving personalized experiences, the client was able to reduce non-targeted offers to 4.5% from 23.2%.