Case Study: Intermarché
How Intermarché Increased In-Store Sales by 7% with Hypersegmentation and Artificial Intelligence
The supermarket chain automated 100% of its communication and invested in a 360º customer view, with tracking, data unification, machine learning and advanced segmentation, to optimize results in the categories impacted with E-goi, in a strategy whose consolidated 2023 data now serves as a foundation for the brand’s continued growth.
The perspective of those who live the brand from the inside
Intermarché increased in-store sales by 7% by connecting data, channels, and customer behavior in a strategy that strengthens loyalty and makes every decision more effective.
Reportagem SIC Notícias (Exame Informática)
About the Company
Intermarché is the first historical brand of the “Os Mosqueteiros” Group, operating across Europe for over 50 years. In Portugal for over 30 years, it consolidates its experience in the retail market, currently with over 255 points of sale spread across more than 180 municipalities in the country’s 18 districts. It is managed by independent entrepreneurs, responsible for the management of each store, with a common structure: marketing, logistics, commercial direction, among others. Composed of companies with a human dimension, Intermarché values proximity and speed in shopping.
The Challenge
With the explosion of the digital landscape and the need for an online channel aligned with physical stores, Intermarché focused on unifying its strategy to provide a consistent and omnichannel shopping experience for its customers.
Simultaneously, marketing teams serving the stores realized that data was scattered across multiple systems, hindering analysis of results and subsequent decision-making.
Therefore, the supermarket chain decided to reorient teams towards a customer-centric and shopping experience strategy. It was seeking a solution that could integrate dispersed information and convert data into a clear and omnichannel 360° view of the customer.
For this reason, Intermarché adopted the Customer Data Platform (CDP) from E-goi as part of its marketing and communication strategy, unifying the customer journey, optimizing data analysis, and gaining insights for more effective strategies.
The Solution
In contact with the entire E-goi ecosystem since 2020, Intermarché unified information – extracted from online and offline sources – within the platform and boosted the sending of communications with marketing automation, enabling results such as:
Increased sales in impacted categories in physical stores
More customers registered on Wifi and on the Intermarché card
Automated communication processes
Total view of the customer journey
A jornada
Smart Wifi
In-store tracking
One of the first steps for Intermarché was to analyze in-store behavior using E-goi’s Smart Wifi and loyalty service. When a customer connects to the wifi of any of the chain’s 255 stores, it’s possible to monitor the time spent, the route taken, and the moment of exit, integrating this environment into the customer’s journey.
Upon visiting the point of sale at another time, the wifi is reconnected, recognizing the customer’s purchasing behavior and generating insights for subsequent assertive communications.
Customer Data Platform
360° Customer View
To expand and maximize the reach of the defined strategies, the Customer Data Platform (CDP) was added to the equation. The platform optimizes and refines the information collected about the customer at various points of interaction with the brand, following respective privacy authorization and permission.
All data is centralized in a proprietary infrastructure. The objective is to know the customer to provide the best shopping experience, adapting the offer to their preferences, with differentiated and personalized treatment, which allows strengthening their connection to the brand.
To expand the insights generated, customer analysis dashboards were created for data presentation and advanced reporting, providing a 360° view of the consumer. This way, marketing teams can more robustly support decisions related to the offer and organization of physical stores.
Hypersegmentation
Online and Offline Purchase Behavior
All information captured and integrated into the CDP can be used to create hypersegments. Customers are grouped according to purchase profile, customer value, interests, in-store route, offline and online behavior, among other factors. This data serves as the basis for targeted strategic actions, which are powered by automated communication flows.
Combining different channels in an automated way, it’s possible to personalize the customer journey, presenting the right content at the most opportune moment and through the most effective channel, for a phygital experience.
Artificial Intelligence and Machine Learning
Assertive Communication
In parallel, an Artificial Intelligence model was developed, applying machine learning, based on measurement of results, which allows comparing data and optimizing campaigns. Information such as purchase patterns helps define dynamic and updated customer levels, which continuously optimize Intermarché’s offer and communication strategy.
This means that the AI model provides a churn prediction and product recommendation based on each customer’s purchase history, plus the history of consumers with similar profiles. By checking for common products among customers, the algorithm called Next Best Offer (NBO) recommends complementary products that have not been purchased by one or more customers.
The technology directly impacts customer loyalty, increases the average ticket value, and reduces churn.
Results Achieved
- Conversion in sales expanded by 7%
- In-store tracking, for a 360° view of the customer
- Marketing communication 100% automated across all channels
- Assertive communication, boosted by hypersegmentation and AI
- Reduction of churn and increase of customer loyalty
- Growth of 280% in the number of registrations on Wifi and on the Intermarché card Intermarché
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