Customer insights in retail

Creating more relevance by getting a deeper understanding of customer behavior and their needs.

A subsidiary company of Ahold has a large group of customers with a discount card. They wanted to use their data to gain insights on these customer in order to improve their marketing communications.

We proposed and executed a three phased approach:

  1. First, we found insights on the customers by combining transactional data, client data, and product information.
  2. Second, we used a clustering algorithm to find customers that look alike.
  3. Third, we organized a workshop that guided the marketing department on how to use these clusters in their communication.

This approach gave new and actionable insights into the cardholder base. It also ensured the understanding and use of the clusters within the company.