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