Overview
This premium chocolate brand from Belgium has nearly a century of history and stores in more than 100 countries worldwide. The brand continuously launches innovative products based on holidays, climate, and local tastes, aiming to make every purchase a sweet and memorable experience. As the global store network and membership base expanded, the brand wanted to turn member data accumulated in CRM into more actionable insights to support marketing and store decisions.
The Challenge
The enterprise lacked the technological infrastructure to effectively map and analyze its growing global customer base.
- Scattered Information: Member data and purchase records across regions were scattered and could not be analyzed in a unified way.
- Unquantifiable Marketing: The performance of marketing campaigns such as coupons and birthday gifts was difficult to quantify, leaving little basis for optimization.
- Incomplete Insights: It was difficult to create accurate member profiles and understand preferences, and market research often faced incomplete information.
- Reporting Delays: Global stores needed more consistent and timely reports to help store managers, membership managers, and marketing managers make decisions.
Solution & Implementation
To turn raw member data into precise insights, the brand engaged Tectura, leveraging their experience in retail data analysis and Power BI report design.
- First implementing Microsoft Dynamics 365 Sales to optimize the foundation for member management and data collection.
- Launching a Power BI data analytics solution to connect member data and marketing data into interactive reports.
- Combining machine learning models to analyze coupon usage, member churn tendency, cross-product recommendations, and post-campaign repurchase behavior.
- Designing reports according to different role needs to support daily decisions for store managers, membership managers, and marketing managers.
- Establishing weekly automated Power BI report summaries to help global stores and headquarters quickly understand operational changes.
Results & Impact
This premium chocolate brand from Belgium, with nearly a century of history, integrated member and marketing data through Dynamics 365 CRM and Power BI, allowing global stores and headquarters to understand member behavior, campaign performance, and repurchase trends more quickly, further optimizing the customer experience.
For premium retail brands, customer experience comes from every precise and thoughtful interaction. This case shows that when CRM data is transformed into actionable insights through Power BI and analytical models, brands can more effectively improve repurchase, loyalty, and store operation quality.
