How personalised in-store offers are set to transform India’s leading supermarket loyalty scheme

1. CASE STUDY
C-STORE LOYALTY
PILOT
HOW PERSONALISED IN-STORE
OFFERS ARE SET TO TRANSFORM
INDIA’S LEADING SUPERMARKET
LOYALTY SCHEME

2. THIS CASE STUDY REPORTS A PILOT BY BLUE UNICORN AND A LEADING INDIAN
GROCERY C-STORE TO TEST HOW PERSONAL OFFERS TRIGGERED BY CUSTOMER
LOCATION ARE ABLE TO BOOST RETENTION, LOYALTY & SALES
CHALLENGE &
OPPORTUNITY
A a leading grocery retailer in India wanted
to improve how customers receive and
utilise special offers as a way of improving
loyalty.
• The retailer was looking for new and
innovative ways to enhance its customer
loyalty offering
• With a new mobile app being introduced,
it was the perfect time to bring in-store
analytics into the fold
• Currently customers have to remember if
they’ve received an email containing an
offer
• This means an offer can often go unused -
a wasted opportunity for both customer
(for a better deal) and retailer (to improve
loyalty).
• With Blue Unicorn Analytics running in-
store, alongside a personalisation engine,
it created the perfect testing ground for
this new concept.
KEY FINDINGS
“Involving customers from the when they
enter the store gives us valuable
information about what kind of services we
should invest in and what kind of
promotions interest them.”
The participants have been satisfied with the
new function and a lot of promotions have
been used. You can use the promotion by
showing the message at the service point
and this way we also have a chance to get to
know our customers better, says the retailer
and marketing manager of the c-store.
WHY IS THIS SO EFFECTIVE?
• In-store offers powered by in-store
location and analytics offers a brand new
channel to reach the customer.
• The moment customers walk through the
store entrance they are in shopping
mode, meaning they are more receptive
to offers and deals.
• This becomes even more powerful when
driven by a personalisation engine,
making it tailored to each individual
needs.

3. • The same method can be rolled out
further in the future - specific to precise
locations within stores themselves such as
departments, areas, or even aisles.
• Offers can be measured for impact one-
by-one, painting a fascinating picture
around customer behaviour in-store.
• Customers opt-in for offers, removing any
concerns around invasion of privacy.
KEY STATS
Compared to the control group who didn’t receive in-store offers:
This trial has given some great results, and it presents both positives for the retailer and the
customer. The retailer is able to reach its customers with personalised offers at the time they
matter the most. The customer leaves the store happy, as they have deals tailored to them
and they aren’t lost in their email inbox or piling up their home letterbox. As a result, it means
customers spend more, and they come back more often.
CONCLUSION
PERSONALISED ADS AND OFFERS SERVED THROUGH A MOBILE PHONE, POWERED
BY PERSONALISATION AND IN-STORE LOCATION, MEANS A RETAILER CAN BE
MORE PRECISE, MORE TIMELY, AND MORE RELEVANT TO THEIR CUSTOMERS. IT
CREATES A HAPPIER CUSTOMER, WHO IS WILLING TO SPEND MORE MONEY IN-
STORE AND COME BACK TO SHOP MORE OFTEN.
14%
increase in
basket size
3%
increase in avg.
dwell time
10%
increase in visit
frequency

4. FIVE STEPS FOR IMPLEMENTATION
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5
Deploy Blue Unicorn in-store analytics and
marketing platform to get accurate in-store
customer behaviour analytics and locate opt-in
customers.
Integrate loyalty program, personalisation
engine and return channel (Blue Unicorn
smartphone app).
Run a campaign to obtain opt-ins and/or to turn
on personalised offers.
Set rules how personalised offers will be
triggered when customers visit stores.
Measure results and optimise.
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