A leading Middle Eastern supermarket chain implements a targeted customer loyalty program using an SAP CRM on-premise system with Maventic
Maventic
MaventicAbout Client
The client is one of the Middle East’s leading supermarket chains with over 100 hypermarkets and supermarkets.
Business Scenario
Before partnering with Maventic, the client utilized an architecture comprising IS Retail, SAP BW, and a POS system to market to its customers. The client sought a solution that could offer deeper insights into identifying high-value customers and communicating with them through personalized retail promotions.
Challenges
The existing architecture provided limited visibility into its customers’ spending behavior. Sales data was captured from the POS and moved into SAP BW to better understand category sales insights. However, this limited information was only helpful in running generic promotions through IS Retail.
Solution
The client decided that the best course of action was to build a consolidated platform with segmented customer information from sales, operations, customer support, and social media for a unified customer experience.
After evaluating a few SAP partners, they selected Maventic’s proposal to implement the following SAP products to facilitate the seamless integration of data amongst each other to run personalized campaigns:
SAP CRM on-premise system (with loyalty program component): To identify customers and evaluate the best possible loyalty programs to communicate to them (tier-based and monetary-based)
Hybris marketing: To feed customer data from SAP CRM, sales data from POS and SAP BW and promotions data from IS Retail to run personalized targeted promotions
Mobile solution on SAP BTP: A personalized platform for customers to access the promotions available to them.
SAP PI/PO was used for seamless integration across all the components in the above architecture.
Benefits
As a result of the new architecture, the client is now able to:
