European Retail Outlet – Customer Intelligence & Digital Transformation
Context & Challenge
A leading retail shopping outlet company in Europe, operating 11 outlets across 9 countries, with 1 million loyalty customers and 2,000+ employees. The business was seeking new ways to generate greater “value from data” by increasing incremental sales across its loyalty and tourism programmes. To achieve this, the organisation needed to improve the speed and quality of analysis, reduce reliance on third-party analytics providers, and build in-house data quality and insight capability.
Our Role & Approach
Xonetic was engaged by the Marketing and Retail functions to shape the initial requirements for a new Customer Intelligence Platform as part of the company’s shift toward a more digitally powered marketing model. We provided business and IT architecture support, right-sourcing expertise, and change delivery capability.
Working collaboratively with business and technology stakeholders, we defined the target technology roadmap and led the full RFI/RFP sourcing process, managing the assessment and down-selection of multiple vendors and a specialist systems integrator. We also established governance and delivery structures to coordinate internal and external suppliers throughout both the sourcing and implementation phases.
Xonetic led the end-to-end procurement cycle through BAFO and final vendor selection for the Customer Intelligence Platform, covering the full architecture, roadmap and programme governance. After a COVID-19-related pause, we continued to provide delivery management and change oversight, enabling the client to strengthen its data and technology foundations and create an in-house capability for generating actionable insight.
Key Outcomes Enabled
The client successfully established an internal Customer Intelligence capability, reduced dependence on third-party data providers, and implemented a scalable platform to support loyalty, tourism and retail decision-making.
The improved insight model contributed to double-digit sales growth, supported more than 300 leasing deals, and enabled guest experience enhancements that drove up to 37% footfall uplift across refurbished centres.
