With an over 90 percent penetration rate among South Korean shoppers, Emart was looking to improve current customer relationships and spend across all its affiliate businesses to fuel its next wave of growth. Emart needed to gain a deeper understanding of its customers’ needs and preferences, strengthening its ability to deploy a micro-targeted marketing approach. Emart engaged Prophet to define a comprehensive customer data strategy, as well as the roadmap for transforming their businesses to be more data driven.
The Prophet team helped Emart uncover revelatory data that helped define new experiences along the customer journey. Then, Prophet identified the capabilities and organization structure needed to manage, analyze and act on these new data insights. Based on our detailed mapping of Emart’s current state and our knowledge of best practices in leading global organizations, we were able to design a future state model for Emart, as well as the roadmap to build the required capabilities and organisational model.
To demonstrate the value of data and justify future investments, we took a large sample of Emart’s existing transactional and CRM data to identify clear behavioural profiles that could be targeted in pilot marketing experiments. We were able to prove that targeted marketing could have impact on two levels – increasing spending on the targeted category (e.g. increasing spend on health & beauty), as well as increasing total basket size (e.g. how much they spent on their weekly shop overall).