NGDATA Powers New Loyalty Program at Central Group

NGDATA’s IEP allows Central Group to collect and process a very large amount of data to build individual Customer DNA profiles (4.5 million Central Group customer profiles) that serve as the basis for this customer engagement initiative. The IEP fits into the data lake strategy of corporate IT to serve the business with the necessary insights about their customers. By using predictive models and machine learning, the NGDATA IEP automates much of what used to be impossible to accomplish for Central Group. Automatically selecting, for each individual customer, the most attractive and relevant offers, delivered over the most effective channel, on whichever device customers are most likely to engage with.

In this first phase of the engagement, SMS was selected as the preferred communication channel to bring the personalized message to the customers. The message includes a reference to the customer’s favorite Central Group brand. This was defined as the brand of which the total number of visits, calculated as the number of unique days the customer has purchased at least one product of this brand, in the last year is the highest. Only brands from the following product categories were considered: beauty, fashion, sports and electronics. In the message, several personalization elements were added: customer name, favorite brand and expiration date.