Background

With more than 11,300 employees and 786 locations, our client is one of the leading food retailers in Belgium. Consumption habits change over time and the company adapts itself by stepping up its omnichannel strategy and focusing on the areas that appeal most to customers.

Challenge

Our client’s digital marketing team introduced a multi-channel communication approach and opted to maximize personalization based on customer insights. The challenge was to improve the quality of the delivered campaigns, accelerate time to market, and ensure continuity in a scalable and cost-efficient way.

Approach

Our client fully outsourced the campaign targeting and analysis activities to Keyrus. After a preliminary audit, a multi-disciplinary team of experts in marketing, data science, and technology was put in place. This team implemented organizational processes to perform and follow up campaign operations, analyze digital marketing requests, and maintain support at scale.

Key results

Benefits

The client saw a significant increase in revenue by putting more focus on customer campaigns and commercial marketing tasks, and by increasing the personalization and flexibility in digital campaigns. Campaign performance improved through qualitative insights, tracking campaign results, and by shifting experts’ time from data crunching to commercial marketing tasks.

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