2022 Bronze Data Storytelling

Agency: Edit

Client: Southern Co-operative

Campaign Name: Dynamic Dashboard Enables Southern Co-op to Find Stories Hidden in their Data

Campaign Overview

Southern Co-op approached Edit to better understand its customer base, embrace digital transformation and become more customer-centric.

Strategy

The business needed to see the results of its All Yours CRM programme to understand member engagement. Simple but effective data visualisation was key to show how it could increase member insight, understand paths to loyalty and advocacy, and ultimately deliver personalised experiences to members, which encourage habitual behaviour.

Unlike standard reports or static graphing tools, the dynamic dashboard created for Southern Co-op using Microsoft Power BI has enabled it to access live data visualisations. These provide detailed insights into customer behaviour directly sourced from their bespoke single-customer view, enabling reduction of churn and responding to stories arising from the data.

Support was given across data science, CRM strategy and technical consultancy. Edit worked with other partners to deliver a customer-centric membership programme.

Creativity

The dashboard empowers Southern Co-op to create personalised campaigns based on member behaviour.

It provides analysis of the journey customers take after joining the All Yours programme; how often they use their membership card when making a purchase; and the groups who are most likely to disengage from the programme by not transacting.

It can even determine the difficulty of re-engaging customers depending on the path they have followed.

With the data and trends shown, Southern Co-op can target groups with offers that appeal to their demographic via email, tailored based on data about buying habits and reaching them at the most appropriate time.

Results

The results include the number of emailable members increasing by 88% across a 12-month period; a 16% reduction in lapsed members; and higher-spend customers increasing their visits by 0.5 times on average per month.

The Team

Southern Cooperative - Sarah Chilton, Head of Customer Insight and Marketing - Lucy Avison Customer Engagement Manager (Retail) - Rachel Buckle, Digital Engagement Manager - Mary Anscombe-Ho, CRM Manager

Edit - Abbie Hooper, Senior Delivery Manager - Harriet Allen, Client Lead - Polly Waines, Head of Strategy - Sean Longthorpe, Senior Data Scientist - Oliver Williams, Senior Data Scientist