In cooperation with the management consultancy KPS, Globus’s hypermarkets have evolved their My Globe customer loyalty program. The company implemented SAP Marketing, CRM, and Gigya (now SAP Customer Data Cloud) to extend multichannel business processes and enhance customer loyalty. A further objective was to ensure compliance with the EU’s General Data Protection Regulation (GDPR). Globus is one of the few independent family-owned retail companies in Germany and currently has 46 hypermarkets.
The custom-developed legacy systems for storing customer master data at Globus hypermarkets could not support GDPR compliance. This was one of the factors that prompted Globus to adopt a multi-phase approach to optimizing its Mein Globus (My Globus) customer loyalty program to offer customers additional added value. This entailed further enhancing identification of purchases in the hypermarkets and consolidating them with customer accounts.
All new information on Globus customers now comes together in SAP CRM, the central system for customer master data management. More than one million customer master data records were migrated for this purpose. Via an interface to the data warehouse, the cleansed receipt data and purchase totals are transferred to the newly implemented SAP CRM system, assigned to the customer profiles, processed, and replicated in the peripheral systems. In conjunction with SAP Marketing, the solution also enables even more personalized engagement with customers. Thanks to campaign management tailored to specific target groups, customers receive special coupons, offers tailored to their needs, or newsletters adapted to their region with local campaigns and promotions.
In addition, a solution for customer identity and access management was implemented in the form of SAP Gigya (now SAP Customer Data Cloud). SAP Gigya (now SAP Customer Data Cloud) manages the individual customer profiles and customers’ permission and consent settings, for example for newsletters or marketing campaigns, taking the data protection regulations and compliance requirements of the GDPR into account.
Customers who sign up for the Mein Globus program enjoy many benefits, such as discounts from local and regional partners, surprises, customer clubs, for example for parents or wine lovers, or invitations to exclusive events. They can edit their profile online at any time and update their consent to club offers. There are also plans to enable customers to convert loyalty points gained through purchases into vouchers and view the accumulated points, including a history of where they were collected, online.
“Locality and unique customer loyalty are key elements of our day-to-day business. With the new SAP platform, we create even more added value for our customers and can significantly enhance their shopping experience,” says Sigrun Löffelholz, Head of Marketing at Globus. IT Manager Bernd Grande adds: “KPS has successfully implemented a stable SAP system landscape for our entire customer management in a very short time. The customer data migration and integration with existing systems both went off smoothly and to our complete satisfaction.”
KPS is currently working with Globus on further developing the Mein Globus loyalty program. The objectives here include implementing personalized and dialogue-based customer communication and integrating the new POS system.
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