From Silos to Savings: Searce Helps Retail Giant Centralize Data and Cuts Costs by 20%
Challenges
A major retail conglomerate aimed to centralize its customer profiles into a unified data platform. As one of Southeast Asia’s largest conglomerates, it operates 200+ department stores, supermarkets, and hypermarkets.
The primary objective was to consolidate multiple data sources into a single data warehouse. This centralization would streamline data processing and enable the creation of targeted campaigns to enhance customer experience and expand the customer base. Some of the key challenges they faced included:
- Data Silos and Fragmented Insights: Their existing system involved large volumes of data spread across multiple isolated sources, creating silos and hindering the extraction of valuable insights.
- Data Cleansing and Integration: With data spread across numerous sources and in substantial volumes, there was a critical need for data cleansing and integration to manage disjointed data sources effectively.
- Unifying Customer Profiles: Customer profiles were created and attributed differently across various channels. The business required a unified platform to centralize these customer profiles for better consistency and insights.
Searce Solution
True to our commitment towards delivering intelligent, impactful, futuristic outcomes for our clients, we implemented a robust Customer Data Platform (CDP) powered by Google Cloud to achieve:
Centralized Data Management
- Ingested data from various sources to Google Cloud Storage (GCS) and then to BigQuery.
- Cleaned and loaded historical data from various sources into GCS and then to BigQuery.
Incremental Data Pipelines
- Designed pipelines using Cloud Composer and Dataflow to ingest data from MSSQL, Oracle DB, S3, and manual XML files into GCS and BigQuery.
- Created a pipeline to ingest data from a Shopify store using GraphQL with Cloud Composer to BigQuery.
- Used Data Transfer Service to fetch daily incremental data from AWS S3 to GCS.
Generating Golden Records
- Utilized the Tamr tool to produce golden records, creating a single, well-defined version of all data entities within the organization.
Campaign Implementation
- Executed client-requested campaign use cases using Bloomreach, leveraging the centralized customer data platform for better business outcomes.
Business Impact
Our innovative solution delivered transformative business impact for the client including:
- Unified Customer Data Platform (CDP): Created a CDP that ingests data from multiple sources, processed by Tamr and Bloomreach with BigQuery as a data warehouse.
- Eliminate Silos: Unified customer profiles for targeted and cross-channel marketing.
- Enhanced Personalization: Improved customer experience with segmented email and ad campaigns.
- Golden Records: Provided a unified customer view with accurate, consolidated data for go-to-market (GTM) strategies.
- Customer Engagement: Implemented various campaign use cases to keep customers engaged with specialized offers and updates from the retailer.
- Customer Database Enhancement: Increased campaign outreach by catering to 30% more customers.
- Cost Reduction: Reduced the campaign cost by 20% by leveraging Golden Record and avoiding duplicate communication to the same customer.
The Searce Edge
Our team exceeded the initial scope to incorporate additional customer requirements, adding significant value to the business use cases. Notable process improvements include:
- Creating views in BigQuery for historical POS data.
- Adding lookup tables to enhance the data model for the Bloomreach team.
- Extracting Shopify data to generate Golden Customer records with Persistent IDs.
- Implementing notifications in MS Teams to report pipeline run failures.
- Developing a scalable data and analytics solution for future growth.
- Ensuring cross-functional and multi-team engagement involving Searce, Google, Tamr & Bloomreach.
Leveraging Searce’s EVLOS problem-solving approach and Google Cloud’s technology, we helped the client successfully transition to a robust customer data platform gaining real-time insights into customer interactions. This solution exemplifies the power of technology to drive innovation and transformation in the retail industry.
more case studies
Driving Logistics Innovation with Searce & Google Cloud
Yaantra partners with Searce & Google Cloud to help consumers with a single window stopover for smart gadgets in India
