Onecard mySpecials is the first time that any supermarket has been able to apply data-driven marketing principles to promote its full range of weekly specials to individual customers. Communications are specific to the customer’s preferred store and contain discounted products that are uniquely relevant to an individual customer, resulting in simple-to-use outputs.
Achieving delivery every week of the top 10 deals that are relevant for each customer requires intensive processing of massively large data sets containing 26 weeks of transactional history. Data from five different sources (customer contact data, purchasing data, pricing data, product data – images and descriptors – and communication content history), is managed and integrated with a high degree of automation to support efficient production of outputs within a short production window. To maintain pricing integrity and control, integration with Progressive’s internal systems was also required.