Carrefour and solutions-2 present award winning paper
Nicole Huyghe, Managing Director of solutions-2, spoke at the Esomar 2015 in Dublin (Sep 27-30).
Together with Bart Vandenreijt, Customer, Market Insights & Loyalty Director at Carrefour, Nicole spoke about how Market Research combined with Big Data leads to an optimised Loyalty Card programme.
Nicole Huyghe and Bart Vandenreijt from Carrefour present their award winning paper at the Esomar conference in Dublin
Part of the loyalty program of Carrefour consists of giving loyalty points to card users when their basket has a specific spend value. Carrefour wanted to know until which point you can motivate the customer to spend more while maximising the feeling of generosity and minimizing the promo cost.
To help Carrefour with this, i.e. finding the ideal balance between reward and cost, solutions-2 combined big data (individual customer data on a big scale) with research methods. Carrefour allowed solutions-2 to use 2M of its customers, and its promo budget, in a live test environment.
Solutions-2 implemented a complex conjoint design, in which MR principles and data were combined with real spend data. It clearly showed that big data and MR are both needed to get the best customer insights.