Understanding existing customers to target future needs

The challenge

Tains is an exceptionally data-focused grocery retailer with a mission to create the best experience for its customers every day. To achieve this, it needs to centralise data from various sources. Tains wants to understand the needs of its customers in order to adapt to the continuous changes in their interests. As a young company, Tains is looking for a resource-efficient solution that can grow with the company. The focus is on supporting the marketing and sales team.

Solution

WHATALOCATION has networked directly with the POS of each shop using the Sales Manager software module and analyses performance on a daily basis. Purchase patterns are recognised throughout the network and customer profiles are created. Local patterns are also recognised by PULSE and made accessible to the marketing team. Particular emphasis is placed on a high level of granularity in the analyses, so that not only seasonal and cross-store anomalies are recognised, but also hourly and local events on each day of the week.

Customer benefits

The Tains marketing team gets a 360° view of its customers' purchasing behaviour and can redefine digital marketing campaigns on a daily basis in order to play them out in a very targeted manner in the target group. More importantly, however, Tains knows its customers through the analyses. Not only can the communication be adapted on a daily basis, but also the product diversity. Insights into correlations allow Tains to place products in the shop in a targeted manner in order to improve cross-selling campaigns. Overall, Tains benefits from increased knowledge about its customers, enabling the marketing and sales team to increase the average till receipt.