Challenge
- Customer information was kept in scattered data sources; in an unconsolidated and disintegrated format. Shopping Mall management was not able to track behaviors of customers, their locations, visit & spending patterns or to reward loyal customers.
- In addition to CRM requirements; existing mall app was outdated, download figures were low compared to competition and there was a need for both functional and experience uplift.
Approach
- Customer Data Collection rules and guidelines together with software requirements have been defined. Fundamental Customer Analytics & Profiling of customers have been completed.
- Personalized Offer Management and CRM Marketing automation requirements have been designed.
- Loyalty program earn & burn mechanism together with hard and soft benefits have been defined.
- UX-UI and functional requirements of shopping mall app have been defined.
Impact
- Consolidation of customer transactions from scattered data sources has been completed.
- App has been launched successfully and the number of unified customers and recorded customers has been tripled in eight months.