With data sources in numerous locations, Greggs were looking for a single customer view (SCV) database that allowed complete visibility of their Greggs Rewards customers. The business understood if they overcome this challenge they would open up the potential for a whole new plethora of business and customer insights which, in turn, would drive new operational, product development and marketing opportunities.
A key business deliverable, as part of this project, was to use the Greggs Rewards App to launch a new ‘real-time’ customer satisfaction program transforming the way the business obtained valuable customer feedback.
After several months of due diligence, Greggs identified that Apteco 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 software 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.
Without doubt, through implementing the full suite of Apteco marketing tools, Greggs have achieved their objective of getting closer to their rewards customers, revolutionising Greggs' marketing activity.
The Apteco solution
Given Greggs’ objectives and requirements, Data HQ proposed a solution that utilised all the key tools within the Apteco software including Apteco FastStats®, FastStats Geo™ and Apteco PeopleStage™.
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.
Providing the SCV to analysts and marketeers at Greggs through the powerful and intuitive front end delivered by FastStats, has, for the first time, allowed the team to gain a true understanding of their customers behaviours and motivations. Historically, the only sales information available was at an individual item or basket level, but now customers can be understood in terms of their frequency of visit, the times of day they are purchasing, and the combination of items they consume throughout a day, week, etc.
Over 1 million communications using Apteco PeopleStage™ were distributed, made up of mostly push messages and emails - approximately 10k to 50k communications per day depending on new sign-ups and expiring rewards.
Providing the SCV to analysts and marketeers at Greggs through the powerful and intuitive front end delivered by Apteco FastStats, has, for the first time, allowed the team to gain a true understanding of their customers behaviours and motivations.