Empowering Grocery Retail:
Streamlined Customer Data for Advanced Marketing and Revenue Growth
Issue
The client needed to defeat customer-specific, regulatory, and technological challenges in order to actively shape future trends in grocery retailing. In addition, the client’s data sources and activation channels grew significantly in recent years, leading to various data silos, so that valuable customer data could not be connected and leveraged efficiently.
Solution
Deloitte implemented a Customer Data Platform (CDP) based on the Google Cloud Platform (GCP) from scratch by leveraging an international European team. The main goal was simplifying the client’s tech landscape: automated collection and processing of internal and external customer data from multiple data sources into one single source of truth through ID stitching for a 360° customer view. Moreover, Deloitte exploited advanced modelling to build smart segments to generate new revenue streams. In the course of the project the focus was on realizing the use cases of paid media efficiency, retail media, and streaming readiness for real-time interactions.
Impact
- Automation of entire customer data collection and processing to distinguishable audiences led to cost savings in paid media ad campaigns
- Personalization of paid ad campaigns on customer level increased click- as well as conversion rates
- Customer segmentation enabled an automated retail media network monetizing 1st party data by selling on- and off-site ad inventory to partners
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