An important chain of Supermarkets aims to increase the number of subscribers and users of Fidelity cards in stores, while increasing the value of the average expenditure (average receipt) of the same customers.

 Mikaline, with its CEM model dedicated to large-scale distribution, immediately conducts a telephone campaign on all fidelity card holders to detect the degree of satisfaction, ease of access to the nearest supermarket and the perceived advantages. Finally, Mikaline conducts a survey to segment the customers who attend the stores.

The analysis conducted on card holders highlighted the following:

48% of customers are “rotating”.

25% are loyal to the store (15% of which  to the chain).

27% is random.

The Customer Experience Index is below the industry average.

The “strength” is the fruit and vegetable department for freshness and breadth of range.

The “weakness” is represented by the staff at the cashier who are passive in subscribing to Fidelity Cards.

The number of loyal customers (fidelity card subscribers) has doubled compared to 2012. At the same time, the number of casual customers has halved (from 25% in 2012 to 12.5% ​​in 2014).

Overall, the actions implemented have produced a significant increase in the value of the average expenditure (average receipt).