
The Client
Founded in 1873, Southern Co-op is a regional consumer co-operative in the United Kingdom that mainly focuses on food. Its annual revenue exceeds £450 million.
Customer-centric digital transformation for a retail giant
Founded in 1873, Southern Co-op is a regional consumer co-operative in the United Kingdom that mainly focuses on food. Its annual revenue exceeds £450 million.
Southern Co-op were on the way to becoming a truly customer-centric organisation with digital at their heart. As part of their ‘Our Plan’ programme, they embarked on a CRM and customer experience digital transformation programme called ‘All Yours’. But they needed help to embed it within the organisation and ensure it generated maximum value.
They asked Edit to help them solidify their customer-first strategy, increase engagement and advocacy of customers, and generate insight on customers who didn’t use a membership card when shopping – they knew very little about this last group.
The challenge was for Edit to increase data capture, CRM conversion, customer insight, loyalty, and advocacy and to deliver personalised experiences to customers.
We began with a defined roadmap, outlining key deliverables and KPIs.
We then began utilising evolved audience segmentation to deliver an actionable customer experience framework and tailored customer journeys.
This involved segmentation, clustering, and using data touchpoints to create a hypothesis and objectives against enhanced segmentation. After that, we could turn strategy and insight into tangible actions.
Some of these included:
The project is now well underway. We’ve supercharged Southern Co-op’s data and exponentially increased what they know about their customers at the same time as helping them achieve true customer-centricity.