Optimising business performance through loyalty


Following in-depth analysis of the GALERIA customer programme figures, measures to increase programme activity were adopted as the main optimisation tool for increasing turnover and frequency per customer. The Smart Data Platform loyalty module was to be used to monetise members of the programme and to expand reach as a basis for direct marketing campaigns.


Together with GALERIA, we developed a CRM strategy that was implemented in stages as a business and technical roadmap. The main pillars of the new strategy are real-time points: collecting and paying in points is made possible by the Smart Data Platform’s new loyalty module. Customers receive feedback on the points they have collected immediately after purchase. The points can also be used during the year which resulted in a measurable increase in programme activity. The basic strategy was flanked by other customer activation measures such as the introduction of preferential prices, additional partnerships for collecting and redeeming points as well as communication support through automated, triggered campaigns.


  • Significant increase in the number of active customers in the scheme
  • Measurable additional profit and reduction of costs per member
  • Stabilisation of the shopping basket value and increase in purchasing frequency
  • Up/cross-selling by means of intelligent direct marketing and personalised couponing
  • Customer programme digitalisation (reduction of print mailings in favour of digital advertising prompts)
  • Digitalisation of the enrolment process