Customer data: How the retail and CPG industry can benefit from it

The retail and consumer packaged goods (CPG) industry is highly competitive, with companies vying for customer attention and loyalty. One of the most valuable assets for any retail or CPG business is customer data. By effectively utilising customer data, these industries can gain valuable insights into their customers' behaviour, preferences, and purchasing habits, which can help them make informed decisions about their products and marketing strategies.

Taking advantage of customer data

  • Personalise offerings

Retailers and CPG companies can leverage their customers' past and current data to segment their customer base into distinct groups based on demographics, behaviours, and preferences. By doing so, they can tailor their product offerings and marketing messages to each group, improving the relevance and effectiveness of their campaigns. Companies can also leverage on each customer's purchase history and preferences to create customised experiences that resonate with each customer individually.

In 2021, growth for Burger King in Thailand had plateaued without any major campaigns. ADA made use of customer data and gained insights into customers’ locations, preferences, and behaviour. The insights were further used to inform their marketing strategies, including developing and launching a new Thai menu. The campaign successfully attracted new customers and reached 9.7 million social media users, leading to a 12% increase in their daily sales.


  • Improve supply chain management 

By analysing data on purchasing habits and trends, companies can optimise their inventory management and production processes. For example, companies can use predictive analytics to forecast demand and make informed decisions regarding inventory levels, product mix, and allocation across different store locations. This helps them to keep the right products in stock at the right time, reducing the risk of stockouts, overstocking, or wastage, preparing them for unforeseen circumstances.


  • Provide insights into customer satisfaction and loyalty 

Companies can use data to measure customer satisfaction, identify areas for improvement, and develop strategies to increase customer loyalty. For example, they can analyse customer feedback to identify common issues or concerns and take steps to address them. They can also use data to develop loyalty programmes and personalised offers that incentivise customers to continue purchasing from their brand. 

In 2021, Boost, Malaysia’s home-grown eWallet faced a challenge – To compete with more dominant market players, reach their target of 5 million users, and drive growth in Gross Transaction Value (GTV). With customer data, ADA identified several consumer personas and created customised content messaging to reach specific segments of audiences. As a result, Boost successfully increased in-app downloads, user registration, and app usage. And more importantly, enhanced customer loyalty.


  • Improve marketing effectiveness 

By analysing customer data, retailers and CPG companies can better understand which marketing channels and campaigns are most effective for reaching and engaging their target audience during the discovery stage and along the purchase journey. They can use data to optimise their spending and target their marketing campaigns at the most promising channels, reaching the right customer segments at the right time.


Harnessing data-driven insights for success 

Customer data is a valuable asset for any retail or CPG business. By effectively utilising customer data, companies can gain valuable insights into their customers' behaviour, preferences, and purchasing habits, enabling them to personalise their offerings, improve their supply chain management, increase customer satisfaction and loyalty, and optimise their marketing effectiveness. With the right tools and strategies in place, retailers and CPG companies can leverage customer data to gain a competitive advantage and drive business growth in the competitive market.


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