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Intergamma is the franchise organisation that operates the GAMMA and KARWEI retail formulas, with a total of approximately 360 DIY stores in the Netherlands and Belgium. With its formulas, Intergamma has been the undisputed market leader in the DIY market in the Benelux for many years. Intergamma, with its approximately 320 employees in Leusden and more than 80 employees in Antwerp, aims to maintain and further expand this leading position.
In addition to the DIY and construction product range, Intergamma provides its franchisees with a complete range of professional services, such as assortment composition, store construction, marketing communication, training, logistics and automation.
JESSICA LANGENBERG, Customer Engagement Manager Intergamma
“With the new dashboards and tables, we are not only able to share customer insights with different departments and stakeholders in an understandable way, we also have the ability to use this as a foundation to create new insights and analysis ourselves. The collaboration gave us a lot of new knowledge and understanding of our own database and a new way of working, with the experience of Crystalloids as a guide to help us scope our demands.”
Intergamma now has access to loyalty segmentation of their card holders. These segments vary in their levels of engagement, risk of churn and importance for the business. Goals to grow loyalty can be set on a segment level and segments give direction for the moment and the content for marketing activation. The impact of marketing efforts on card holder loyalty can be tested with frequently updated loyalty scores.
Data studio reports provide insights in the actual state of loyalty among card holders and trends show the overall progress in meeting loyalty goals. Also the mutual exchange between loyalty segments is available. Card holders with a strong decrease in loyalty can be selected right from Data Studio for marketing activation. Strong increases give insights in mechanisms to further improve card holder loyalty.
An actual view of the customer gives insights in buying behaviour, promotion sensitivity, level of skills, demographics and loyalty tier. The definition of the card holder is improved and all data is aggregated on the card holder level and centralised in a single table. This makes it easy for business owners to build their own Google Data Studio reports and analyse customer data also in Big Query themselves.
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