7-eleven is using automated insights to better target customers in the Philippines
7-eleven has hired Big Data For Humans, an automated customer insight firm, to automate some of its customer data decisions, as part of a strategy to upgrade its customer marketing.
7-eleven is using automated insights to better target customers in the Philippines
The data will be used to enhance campaigns across the brand’s 2000 stores, using computer science to use the right customer insights and create more effective advertising.
According to Big Data For Humans, using automation to sift through data is becoming more important because of the sheer amount of data needed to create a single customer view.
Sheila Power, managing director of Big Data for Humans APAC, said: “The biggest challenge today for retailers in terms of data is volume and disparity. Retailers can get caught up in trying to create a single customer view database of every possible source of data (from point of sale, to social, to customer satisfaction, to web browsing, to call centers) with reporting and functionality to suit every possible function of their business (finance, merchandise planning, marketing, store ops, strategy). Not all data is equal and each business function is looking for a different cut of the data. Retailers need to be pragmatic and look to innovation to find fast, efficient and actionable means to harness their data assets.
The partnership will specifically build on 7-eleven’s customer loyalty programme CliQQ and create information for the brand about its customer’s shopping needs in-store.
Jose Victor Paterno, president at Philippine Seven Corporation (7-eleven), said: ‘We want to generate more customer insights from our data-stream and use these effectively to improve our marketing, and we were impressed by the potential of Big Data for Humans’ Customer Graph to help us achieve this. Their cost effective and insightful approach to customer marketing made them the right partner for our customer marketing strategy.’
Big Data For Humans, which launched in Asia Pacific this year, said retailers needed to start being more sophisticated with data as traditional techniques would not work.
“All retailers today want to send the right communication to the right customers at the right time. One of the main challenges retailers have is aligning their marketing initiatives to customers' lifecycles. Sending out quarterly Win Back communication to customers who used to shop with you every week, or even every day, just isn't going to work. Retailers need to utilize more sophisticated data science to be able to react to every single customer the moment their behavior starts to change,” added Power.