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From emails to an automated data-driven CRM-system. Evolution of CRM strategy

Fortunately for the CRM team of METRO Cash & Carry, a mandatory condition for purchasing in their shopping center is the availability of a card that identifies the customer. The requirements for obtaining the card have been simplified for the consumers. And the marketing team is continually developing convenient tools for its immediate receipt – from online registration to mobile applications, and more recently – to a Viber-bot.

The card opens up significant horizons for the analysis and management of the Customer’s Life Cycle. I’ll tell you about the evolution of the company’s CRM strategy and the tools that the CRM team uses. From manual segmentation, testing of various campaigns for reactivation of inactive clients, forecasting the outflow of customers, from manual personalized SMS and email to the introduction of an automated trigger system of CRM communications in real time and influence on consumer behavior that increases sales.

Highlights of the report:

• How to efficiently manage the millions of consumers?
• How to increase the frequency of visits and the average check?
• How to attract new customers and retain existing customers?
• Does the consumer react to personalized proposals?
• Are real-time trigger communications possible in offline retail?