Auchan:Direct Combines Personal Service and Digital Convenience

by Stephanie Krausse

Posted on 03-19-2018

When it comes to gro­cery shop­ping, con­ve­nience is one of the key fac­tors con­sumers con­sid­er when decid­ing where to shop. But with more and more peo­ple elect­ing to do their gro­cery shop­ping online, super­mar­kets need to offer a more per­son­alised ser­vice to keep cus­tomers com­ing back. Auchan:Direct ele­gant­ly com­bines the best of both worlds—personalization and convenience—to rein­vent the gro­cery shop­ping expe­ri­ence and increase the life­time val­ue of its customers.

The com­pa­ny cre­at­ed an online gro­cery store that offers its cus­tomers thou­sands of prod­ucts which, with just a few clicks, appear at a customer’s door at a des­ig­nat­ed time. Behind the scenes, Adobe Expe­ri­ence Cloud helps to pow­er per­son­al­ized con­tent and offers that breathe life into its cus­tomers’ shop­ping expe­ri­ences, help­ing them find the exact prod­ucts they need most.

“We have diverse customers—from young peo­ple that don’t own cars, to retirees, and fam­i­lies, who all have unique needs,” says Marc Rousseau, Head of Data and Growth at Auchan:Direct. “With Adobe Cam­paign, our objec­tive is to do more with per­son­al­iza­tion and to use very advanced audi­ence seg­ment data.”

In addi­tion to engag­ing cus­tomers with tar­get­ed infor­ma­tion across channels—including email, online, and mobile—the com­pa­ny is using Adobe Expe­ri­ence Cloud to help improve cus­tomer care. Auchan:Direct uses email, phone, feed­back forms, and oth­er data to find oppor­tu­ni­ties to enhance ser­vice and keep cus­tomers informed. For exam­ple, they use cus­tomer data and order sta­tus infor­ma­tion to send per­son­al­ized email updates about a cur­rent order, or poten­tial issues with an order.

Adobe Expe­ri­ence Cloud is also trans­form­ing inter­nal com­mu­ni­ca­tions at Auchan Direct. Per­son­al­ized dash­boards with­in Adobe Ana­lyt­ics help design­ers, IT pro­fes­sion­als, exec­u­tives, mar­keters, and more to gain direct insights into cus­tomer expe­ri­ences and sup­port data-dri­ven operations.

“Adobe Ana­lyt­ics is eas­i­ly under­stand­able by every­one,” says Oues­sanne Dobé, Dig­i­tal Ana­lyst at Auchan:Direct. “If some­one wants to go fur­ther, I can give them access and say, ‘Go to the work­space, this is your report, play with it, and ask me a ques­tion if you need.’ I think it real­ly helps.”

As self-ser­vice and per­son­al­iza­tion con­tin­ue to pro­lif­er­ate across the orga­ni­za­tion, Auchan:Direct looks for­ward to lever­ag­ing more capa­bil­i­ties with­in Adobe Ana­lyt­ics and Adobe Cam­paign, such as trig­gered emails, to help keep cus­tomer expe­ri­ences pos­i­tive. Also, the com­pa­ny is look­ing to data to help answer questions—including if a prod­uct is work­ing, or com­par­ing brands—to dri­ve busi­ness decisions.

Topics: Digital Transformation, data, personalisation, retail, UK, UK Exclusive, Digital EMEA