Growing card holder loyalty

Growing card holder loyalty with loyalty segmentation and a new customer view

Increased on-site keywords search with machine learning

About Intergamma

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.

Growing card holder loyalty

The Goal

  • Monitor loyalty among card holders 
  • Grow loyalty with targeted marketing activations

The Result

  • A complete view of the customer 
  • Loyalty segments developed specifically for Intergamma card holders
  • Automated scoring of loyalty groups and RFM segments
  • Reports to gain insights in card holder loyalty and monitor trends

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.”

The Process

Preparation phase:
  • Meet to discuss goals and present alternative solutions
  • Write backlog items with business owners
  • Refine backlog to get all necessary details
  • Prioritise backlog by business importance
  • Estimation of work for the selected user stories

Implementation phase:

  • Define card holder definition and scope of transactions for RFM model
  • Describe behaviour and loyalty of Intergamma card holders based on the RFM model
  • Refine RFM segments and align with the business
  • Develop strategic loyalty groups based on RFM segments
  • Combine and load data to a new contact actual table
  • Calculate RFM scores and appoint loyalty segments to card holders frequently
  • Create customer view combining loyalty scores, additional customer profiles, demographics in one table
  • Build reports to provide easy access to key information
  • Document tables and views

 

The Solution

  • In Google Cloud Platform, scheduled queries load the most actual view of every customer in Big Query tables.
  • Card holders are determined from customer and transaction data and loaded into a new contact table.
  • In a second step RFM scores and loyalty segments are calculated and loaded into a table with the customer view.
  • Google Data Studio reports are used to give insights in customer loyalty status, card holder profiles and loyalty trends.
  • For marketing activation card holders can be exported right from Google Data Studio reports.


Growing card holder loyalty

 

The Result

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. 

More information about RFM modelling and our marketing analytics services.

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Growing card holder loyalty

“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.”

JESSICA LANGENBERG
Customer Engagement Manager Intergamma

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