Greggs & Data HQ

Greggs have revolutionised their marketing and business analytical capabilities with the introduction of the Apteco Marketing Suite.

Background

  • Client
  • Partner
  • Industry Sector
  • Key Marketing Objective
  • Greggs
  • Data HQ
  • Retail
  • Enhance custom loyalty

The Challenge

After several months of due diligence Greggs identified that the Apteco Marketing Suite was the software solution they needed to help resolve their data insight challenges. Using Apteco's practical directory tools they were able to find their perfect partner. Greggs approached Data HQ with a specific requirement - they wanted an Apteco Marketing Suite expert who could help them get closer to their customers.

Millions of customers pass through Greggs stores each week and the key source of customer data was captured via the Greggs Rewards Program – a handy mobile phone app which is used in store with every transaction. With data sources in numerous locations, Greggs were looking for a single customer view (SCV) database that allowed complete visibility of their Rewards customers. The business understood if they overcome this challenge they would open up the potential for a whole new raft of business and customer insights which, in turn, would drive new operational, product development and marketing opportunities. Another key business requirement was to use the Greggs Rewards App to launch a new ‘real-time’ customer satisfaction program and CRM program.

Greggs worked with two key organisations that helped capture and process the data. This included the App Developer and the SaaS Technology Company together with Greggs in-house IT team who were also involved in the process.

Without doubt, through implementing the full suite of Apteco marketing tools, Greggs have achieved their objective of getting closer to their rewards customers, revolutionising Gregg's marketing activity.

The Apteco Solution

Given Greggs’ objectives and requirements, Data HQ proposed a solution that utilised all the key tools within the Apteco Marketing Suite including Apteco FastStats, Apteco PeopleStage and FastStats Geo.

Apteco FastStats
Apteco FastStats
Apteco PeopleStage
Apteco PeopleStage
Apteco Orbit
Apteco Orbit

The fundamental deliverable underpinning this project was the development of a live Single Customer View (SCV) that had the capacity to incorporate hundreds of thousands of customer and transactional files per hour into a single database. Near real time, customer data, updated within minutes of a transaction being made in store would allow Greggs instant access to their customer data.

Greggs have since implemented a full multi-channel CRM program to support the loyalty app.

Mr. Joe Bloggs Head of Marketing, Greggs

The impact on the business

After several months of due diligence Greggs identified that the Apteco Marketing Suite was the software solution they needed to help resolve their data insight challenges. Using Apteco's practical directory tools they were able to find their perfect partner. Greggs approached Data HQ with a specific requirement - they wanted an Apteco Marketing Suite expert who could help them get closer to their customers.

30% Higher ROI

30% Higher ROI

Millions of customers pass through Greggs stores each week and the key source of customer data was captured via the Greggs Rewards Program – a handy mobile phone app which is used in store with every transaction. With data sources in numerous locations, Greggs were looking for a single customer view (SCV) database that allowed complete visibility of their Rewards customers. The business understood if they overcome this challenge they would open up the potential for a whole new raft of business and customer insights which, in turn, would drive new operational, product development and marketing opportunities. Another key business requirement was to use the Greggs Rewards App to launch a new ‘real-time’ customer satisfaction program and CRM program.

Improved customer retention

Improved customer retention

After several months of due diligence Greggs identified that the Apteco Marketing Suite was the software solution they needed to help resolve their data insight challenges. Using Apteco's practical directory tools they were able to find their perfect partner. Greggs approached Data HQ with a specific requirement - they wanted an Apteco Marketing Suite expert who could help them get closer to their customers.

7% Response on email acquisition

7% Response on email acquisition

Millions of customers pass through Greggs stores each week and the key source of customer data was captured via the Greggs Rewards Program – a handy mobile phone app which is used in store with every transaction. With data sources in numerous locations, Greggs were looking for a single customer view (SCV) database that allowed complete visibility of their Rewards customers. The business understood if they overcome this challenge they would open up the potential for a whole new raft of business and customer insights which, in turn, would drive new operational, product development and marketing opportunities. Another key business requirement was to use the Greggs Rewards App to launch a new ‘real-time’ customer satisfaction program and CRM program.

Increase in revenue over campaign period

Increase in revenue over campaign period

Over the years Greggs has developed a network of shops across the UK and are constantly looking for ways to make their offering better to their loyal customer base. Greggs remains committed.

With ambitions to grow to over 2,000 shops nationwide and ownership of their supply chain, Greggs are in a unique position to make good, freshly prepared food accessible to everyone, ensuring that.

Mr. Joe Bloggs Head of Marketing, Greggs

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