Delivered Single Customer View and Enhanced Customer Engagement across Multiple Channels for a Global Retail Major
Overview.
The client needed to reduce the costs of the customer and end-user support while delivering a streamlined, interactive service experience. To accomplish this, the client wanted to implement an agile, next-generation workplace environment, with minimal business disruption. Coforge delivered a future-proofed, innovative, and intelligent workplace, by using advanced workplace technologies to transform the client’s employees’ digital experience.
Focusing on digital consumers, our customer aimed to boost loyalty and sales through their Coffee Club scheme. However, outdated systems and siloed data hindered seamless experiences across touchpoints. With 9 million unregistered customers and long wait times at tills, they needed a unified integration strategy to enhance engagement and drive innovation.
Solution
Coforge implemented Anypoint Platform, making it easy to share information across applications, services, and systems.
Mapped and transformed customer data, for easy identification and consolidation, eliminating duplication of customer profiles.
Implemented a new feature that allows customers to order their favorites via their Club app and online and have their order ready to collect as soon as they enter the shop.
With MuleSoft’s Anypoint Platform, enabled accelerated innovation, adding new features and offers and improving the overall customer experience.
Added feature of push notifications through the mobile application, developed the necessary new APIs and modify existing ones to enable the new functionality through the integration of the platform with the Club mobile application.
The impact.
300K
Additional customer visits.
5.4 M
Loyalty app users
50%
Increase in registration base.
Following an API-led approach to integration, our customer was able to accelerate innovation and ROI:
Faster concept-to-implementation leveraging API reusability, which allows them to introduce new features and capabilities faster whilst driving down development costs.
Single customer view and greater accuracy of customer data achieved by securely exposing and integrating data from systems across the organisation -legacy and modern.
Better personalisation of messages and offers thanks to the 360- degree customer view and real-time data processing achieved with Mulesoft’s Anypoint Platform.
Incorporation of vending machines outlets in the loyalty programme: a pilot was successfully launched in early 2018 with 30 stores, allowing users of vending machines to collect loyalty points.
Increase in orders placed by 3% and optimisation of service by 16.4%, i.e. serving time from 2 minutes is reduced to 100 seconds.
Increase in the customer frequency by 24% i.e. additional customer visit of 300K more customers on a 1.3 M customer base. Approximately 5.4 million users have used the loyalty app/card in the last 12 months, an increase by 20%. The “Refer a Friend” feature in the app has also increased the registration base by 50%.
There has been a reduction in the exit rate from the application by 4.6%. and an increase in the successful scan of the QR codes by 2%.
The reusability of the APIs was about 85% leading to considerable decrease in the overall operation and maintenance costs by 15% (Total spend of $4M). Subsequently, effort to launch a new store has also come down by 25%.
