To create a better way to understand what individual customers like, providing a competitive advantage in target marketing.
Customers of over 200 independant music stores were signed up to a loyalty program that offered 5% discount on all purchases. Purchase data was centralised and processed to better understand the purchasing habits of individual customers.
Customers were contacted through direct marketing in both physical print brochures and emails, which were dynamically tailored to suit the known preferences each customer displayed through their buying habits.
Application & Website
The ViP EDGE website allowed customers to get information for their favorite artists. It catered for stores to manage their customers and to generate the marketing communication to be sent to them. Back end processing of transactions was also handled through the service.
Most significantly, the service provided an analysis component that could determine the music purchases that would most interest them. Implemented by cross referencing purchase correlations with all other customers purchases, detection of niche personal behaviours could occur, inferring products that would be the most attractive. Think Apple's Genius, but on steroids.