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Creating a single view of the customer using a Customer Loyalty Program

About Rituals

Founded in 2000 by Dutch CEO Raymond Cloosterman, cosmetic brand Rituals has grown excessively; from one store in the Kalverstraat in Amsterdam to more than 800 stores, 1500 shop-in-shops, and four urban wellness centers in 27 countries all over the world. Rituals has expanded into the U.S., Asia, and other territories and continues to compete with more well-established brands, so delivering a superior shopping experience is vital. The company has evolved into an omnichannel retailer with significant online sales, and its results speak for themselves.

The retail company offers a combination of home and body cosmetics in their stores and on their website and app Rituals unite advanced technology with ancient far Eastern rituals to present a range of affordably priced products that turn everyday routines like bathing and shaving into meaningful rituals.

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Data Management & Customer Loyalty Program

"Crystalloids is already for years a strategic partner for Rituals. Their key focus is data, they created our Information Lake and made it the strategic heart of the IT landscape. Crystalloids is the trusted advisor for key business managers and help them to improve core business processes.”

Data Management & Customer Loyalty Program

Nico Wartenbergh
CTO, Rituals Cosmetics

The Customer Journey

Potential new customers can register themselves for the loyalty program in the store or online. After submitting their personal information via a form and confirming this through an email, they get a customer token assigned: a unique digital barcode that can be scanned at every selling point by using the Rituals app. Completing this process, the person becomes a registered customer to Rituals.

Using the token at every purchase transaction, the customer receives a loyalty email with the digital receipt and loyalty points. The customer also starts receiving emails and communication from Rituals through online and mobile platforms. The information they get is based on their past behavior and gives personalized recommendations to make their shopping experience more relevant.

Having all the historical information about the customer in one place also helps customer service to provide better service to the loyal members.

The Business Journey

Immediately after a customer signs up, their information is processed and distributed to the Google Cloud (both Google Cloud Datastore and Google BigQuery) for direct presentation in the front end or for ad-hoc analysis.

All the information interacts through different APIs that give access to various touch-points like the store scanner, computers, tablets, and phones of the customer and the production server of Rituals. Thanks to this, it is always possible to have real-time information about their customers and products.

The storage of data all in one place makes the product and customer analysis for internal engineers and data scientists easier with the help of BigQuery. Marketing analysts benefit from interfaces that display dashboards, predictions, data exploration search bars, and business intelligence tools like ClickQ & Tableau.

In the Rituals' Google Cloud, members with more than one identity are still linked together. For example, when customers register with two different email addresses and use two loyalty cards, they will still be recognized as one customer in the analytics.

The Result

Since 2018 there has been a doubling in loyal members every year. Rituals can now gather and store all the data about customers and products in one place, making sure all the information is available for all different touch-points in real-time.

To help create a single view of the customer, Crystalloids implemented a customer loyalty program at Rituals. Being part of the program, the customers receive a free welcome gift, free online shipping, inspirational emails, personal surprises, and a gift with every purchase.

Thanks to the program, Rituals can capture real-time customer data from all their stores and touch-points, keep them in the Google data lake, and combine offline customer data. This is currently active in 14 countries!

The Google Cloud Platform, combined with the customer loyalty program, gives Rituals a way to do better product & customer analyses. It gives them a way to optimize their stock inventory and helps them to improve the customers' targeting.

Google Cloud Platform products used

  • Cloud Pub/Sub
  • Cloud Dataflow
  • Cloud Storage
  • Cloud Datastore
  • BigQuery
  • Cloud Data Studio
  • App Engine
  • Compute Engine
  • Cloud Endpoints
  • Cloud Functions
  • Cloud Networking
  • Cloud tasks
  • Error reporting, Cloud Logging, and Monitoring
  • Cloud Scheduler

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