Digital transformation to improve communication

December 2017
Digital transformation to improve communication
Description

An ongoing vision to develop a company that “cares for you” at all touch points- whether that be the website, the mobile app or the store.

Challenges

METRO supermarkets is local retailer chain of modern retail stores. Founded in October 1982,the brand for stands out for their customer centric approach of “METRO takes care of you”, which has been the foundation of their success over the years, all while adapting to today’s heavily technologically driven business environment.  The company was the first of its kind in the Middle East to utilize what was then considered the latest technology, such as electronic inventory control and product ordering systems, as well as electronic cash registers at every check out. Since then, METRO has kept up their heartfelt tradition of hospitality and close client relationships.

The challenge for METRO was to maintain their customer centric approach of “METRO takes care of you”, which has been the foundation of their success over the years, all while adapting to today’s heavily technologically driven business environment. Being that client-brand interactions have dramatically increased, METRO’s challenge included finding a solution that would allow them to serve their customers’ needs at the highest level, and at every touch point- creating a feeling of reliability, while also, gaining a competitive edge in the market.

 A company truly driven by its philosophy in customer care, METRO identified their main need in helping them carry out their company values to their customers, was through a digital transformation. The vision was and still is to develop a company that “cares for you” at all touch points- whether that be the website, the mobile app or the store. There were many challenges to be addressed both technologically, such as breaking down data silos between IT systems (loyalty card, website data, social) and also, organizationally, like the company culture and process. 

Solutions

METRO chose Base Element to create and implement their digital transformation strategy, as the agency is skilled at marrying business values, marketing, communication, and technology, all while assisting the customer in gracefully embracing the change.

The Process

The overall process involved a number of steps including the assessment of their situation, conducting many interviews with important stakeholders, and technology analysis. Base Element played an important role in the change management of METRO, as they assisted employees and the entire organization in the adaptation and smooth transition of their new communication strategy and practices from solely an in store presence, to a digital, and media presence.

Implementation

The first step in METRO’s digital transformation was the creation of a fresh, modern and user friendly online presence. During this first phase, Base Element conducted interviews with all key stakeholders in order to collect the necessary information needed to provide a solution, which addressed the business and communication needs of the company. Information was then evaluated by business analysts, Content Marketers, UI/UX experts and as a result, an information, wireframes and prototype structure was proposed to the customer. Finally, once the above had been signed off, Base Element had involved technology architects to propose and implement the best technical solution that would facilitate an omni-channel user experience and data collection.

The second phase of the digital transformation was the introduction of a Content Marketing strategy. The objective of this strategy included a total brand recall, and influencing their user engagement. During this phase, Base Element undertook the development of an editorial calendar, content production and distribution to METRO’s digital touch points- whether that be the blog, their social media presence or their local publishers.

The third phase of this digital transformation, which is an ongoing process, is the breaking down of data silos between the different IT solutions systems (loyalty card - METROcard, Facebook, Website, etc). The objective behind this was and currently is to identify the users and collect their personal data with their consent, as well as map a customer’s journey across our different touch points (web, social, and store). This process entails different steps and includes a variety of marketing and communication actions, each one with its own micro objective. A specific example of this process would be the Christmas campaign “Santa Spin & Win”. With a customer’s METROcard, which is a customer loyalty card customers can sign up for in order to keep track of their purchases and get discounts on store items- customers were able to take part in the “Santa Spin & Win”. To play the game, participants had one chance to spin the wheel, and win a certain amount of points that would therefore go on their METROcards towards free shopping-everyone was a winner.

In order to play the game, users were prompted to login with their Facebook accounts, and provide specific user information such as their METROcard, address, email, and name- in order to win reward points on their METROcards. The concept had tremendous success. By doing this, we earned a lot of user engagement, we drove new users to the store to collect their new METROcard, we collected data from existing customers and managed to associate the digital footprint of users with their METROcard. Most importantly, this has given us the ability to map user’s journey across touchpoints using our own customer experience platform/tracking solution. In this continuing process, each concept has different micro objectives such as enriching data and user profiles. Another project that falls under this umbrella is “myMETRO” portal for METROcard owners. Users under this portal, have access to useful tools such as a shopping list, an overview of points and purchasing trends, as well as personalized content and offers based on their consumer preferences.

The fourth phase of the project, entailed the creation of a mobile application with the objective of enhancing a consumers shopping experience. The application uses contextual and location based information to deliver to the user useful content and offers based on their user preferences, shopping patterns and in store customer journeys using information received from beacons.

The fifth phase of the digital transformation was the introduction of Artificial Intelligence and Machine Learning to process the data collected, provide actionable insights, predict user behavior and personalize communication with the objective to improve customer experience, increase loyalty, minimize customer churn rate and secure of positive ROI for the company.

The underlying technology for facilitating this personalized user experience is a User Experience Platform developed by Base Element. The solution has five pillars; Content Management, Customer Communication, Content Marketing, Data Insights and Machine Learning. The platform leverages Cognitive Services, Machine Learning and Big Data services from Microsoft Azure. 

Impacts

With the new, personalized technology, METRO saw its client numbers grow and have steadily increased their sales ever since.

Clients found the content interesting and motivating, and this helped build the kind of close client relationship that has always been at the base of METRO’s company values. What’s more, customizing the in store experience increased client traffic.

With personalized technology, METRO saved costs in advertising, publicity, and overall communication costs, as the carefully directed online content was more effective.

With these favorable results, Base Element’s digital transformation at METRO is ongoing.

Digital transformation to improve communication

December 2017
CSR Platfrom
Machine Learning Algorithms
Big Data & Analytics
mobile app development
content marketing strategy
Social media & video campaign
Digital Marketing
Digital Strategy Marketing Strategy
Social Media Strategy Development
CSR Platfrom
Machine Learning Algorithms
Big Data & Analytics
mobile app development
content marketing strategy
Social media & video campaign
Digital Marketing
Digital Strategy Marketing Strategy
Social Media Strategy Development
Description

An ongoing vision to develop a company that “cares for you” at all touch points- whether that be the website, the mobile app or the store.

Challenges

METRO supermarkets is local retailer chain of modern retail stores. Founded in October 1982,the brand for stands out for their customer centric approach of “METRO takes care of you”, which has been the foundation of their success over the years, all while adapting to today’s heavily technologically driven business environment.  The company was the first of its kind in the Middle East to utilize what was then considered the latest technology, such as electronic inventory control and product ordering systems, as well as electronic cash registers at every check out. Since then, METRO has kept up their heartfelt tradition of hospitality and close client relationships.

The challenge for METRO was to maintain their customer centric approach of “METRO takes care of you”, which has been the foundation of their success over the years, all while adapting to today’s heavily technologically driven business environment. Being that client-brand interactions have dramatically increased, METRO’s challenge included finding a solution that would allow them to serve their customers’ needs at the highest level, and at every touch point- creating a feeling of reliability, while also, gaining a competitive edge in the market.

 A company truly driven by its philosophy in customer care, METRO identified their main need in helping them carry out their company values to their customers, was through a digital transformation. The vision was and still is to develop a company that “cares for you” at all touch points- whether that be the website, the mobile app or the store. There were many challenges to be addressed both technologically, such as breaking down data silos between IT systems (loyalty card, website data, social) and also, organizationally, like the company culture and process. 

Solutions

METRO chose Base Element to create and implement their digital transformation strategy, as the agency is skilled at marrying business values, marketing, communication, and technology, all while assisting the customer in gracefully embracing the change.

The Process

The overall process involved a number of steps including the assessment of their situation, conducting many interviews with important stakeholders, and technology analysis. Base Element played an important role in the change management of METRO, as they assisted employees and the entire organization in the adaptation and smooth transition of their new communication strategy and practices from solely an in store presence, to a digital, and media presence.

Implementation

The first step in METRO’s digital transformation was the creation of a fresh, modern and user friendly online presence. During this first phase, Base Element conducted interviews with all key stakeholders in order to collect the necessary information needed to provide a solution, which addressed the business and communication needs of the company. Information was then evaluated by business analysts, Content Marketers, UI/UX experts and as a result, an information, wireframes and prototype structure was proposed to the customer. Finally, once the above had been signed off, Base Element had involved technology architects to propose and implement the best technical solution that would facilitate an omni-channel user experience and data collection.

The second phase of the digital transformation was the introduction of a Content Marketing strategy. The objective of this strategy included a total brand recall, and influencing their user engagement. During this phase, Base Element undertook the development of an editorial calendar, content production and distribution to METRO’s digital touch points- whether that be the blog, their social media presence or their local publishers.

The third phase of this digital transformation, which is an ongoing process, is the breaking down of data silos between the different IT solutions systems (loyalty card - METROcard, Facebook, Website, etc). The objective behind this was and currently is to identify the users and collect their personal data with their consent, as well as map a customer’s journey across our different touch points (web, social, and store). This process entails different steps and includes a variety of marketing and communication actions, each one with its own micro objective. A specific example of this process would be the Christmas campaign “Santa Spin & Win”. With a customer’s METROcard, which is a customer loyalty card customers can sign up for in order to keep track of their purchases and get discounts on store items- customers were able to take part in the “Santa Spin & Win”. To play the game, participants had one chance to spin the wheel, and win a certain amount of points that would therefore go on their METROcards towards free shopping-everyone was a winner.

In order to play the game, users were prompted to login with their Facebook accounts, and provide specific user information such as their METROcard, address, email, and name- in order to win reward points on their METROcards. The concept had tremendous success. By doing this, we earned a lot of user engagement, we drove new users to the store to collect their new METROcard, we collected data from existing customers and managed to associate the digital footprint of users with their METROcard. Most importantly, this has given us the ability to map user’s journey across touchpoints using our own customer experience platform/tracking solution. In this continuing process, each concept has different micro objectives such as enriching data and user profiles. Another project that falls under this umbrella is “myMETRO” portal for METROcard owners. Users under this portal, have access to useful tools such as a shopping list, an overview of points and purchasing trends, as well as personalized content and offers based on their consumer preferences.

The fourth phase of the project, entailed the creation of a mobile application with the objective of enhancing a consumers shopping experience. The application uses contextual and location based information to deliver to the user useful content and offers based on their user preferences, shopping patterns and in store customer journeys using information received from beacons.

The fifth phase of the digital transformation was the introduction of Artificial Intelligence and Machine Learning to process the data collected, provide actionable insights, predict user behavior and personalize communication with the objective to improve customer experience, increase loyalty, minimize customer churn rate and secure of positive ROI for the company.

The underlying technology for facilitating this personalized user experience is a User Experience Platform developed by Base Element. The solution has five pillars; Content Management, Customer Communication, Content Marketing, Data Insights and Machine Learning. The platform leverages Cognitive Services, Machine Learning and Big Data services from Microsoft Azure. 

Impacts

With the new, personalized technology, METRO saw its client numbers grow and have steadily increased their sales ever since.

Clients found the content interesting and motivating, and this helped build the kind of close client relationship that has always been at the base of METRO’s company values. What’s more, customizing the in store experience increased client traffic.

With personalized technology, METRO saved costs in advertising, publicity, and overall communication costs, as the carefully directed online content was more effective.

With these favorable results, Base Element’s digital transformation at METRO is ongoing.

Work details
work
Client
Metro Foods Ltd
place
Location
Cyprus
business
Industry of the client
Retail
people
Audience
Business to Consumer
public
Geographic scope
National
settings
Service provided
Digital Strategy, Branding, User Experience (UX design), Content Marketing, Web Analytics Strategy, Web Development, Web Design, Social Media, Media planning & buying, Advertising, Online Advertising
today
Collaboration period
From: January 2012Till: December 2017
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