Tesco , the chain that has invested the most in its CRM over time, sends personalized offers to its 10 million Club Card customers every three months thanks to a clustering of hundreds of buyer personas . This CRM strategy has allowed it to better segment the market and develop pricing and management strategies, not just marketing and communication ones.
CRM is in fact based on the tacit agreement "I ask for your attention and in exchange I give you value" and it is no coincidence that Tesco develops initiatives for increasing personalization of content and services through the types of nurse databases Internet, such as with the " Baby Club ".
But constantly make vouchers and discounts available that can be downloaded by registering on the site or using the brand's app - the recognition of the user who uses the app opens up immense spaces for the protagonism of the digital user experience and creates the need to optimize functions that can concern visits to the store (mobile payments, consultation of e-labels, scanning of QR codes to unlock discounts or benefits) and that also find fertile ground in Italy, where 39% of Italian Internet users have downloaded the app of a large-scale retail trade brand and have proven to be very sensitive to stimuli such as digital flyers.