Imagine a shopping experience where every online or in-store interaction is connected, driven by rich data insights, and personalized to your preferences in real-time. This isn’t just a vision; it’s the reality Merkur is creating through a bold digital transformation powered by Salesforce technology, supported by the Agilcon team.
At AdriatiCON, Robert Petrič, Director of CRM, Analytics, and Loyalty at Merkur trgovina, and Stana Džudović, Solution Consultant at Agilcon, delved deep into how integrating a data-driven tech stack has not only enhanced Merkur’s operational agility but is also driving customer engagement, strengthening loyalty, and elevating the brand experience, delivering personalized and dynamically responsive retail experiences that today’s consumers demand.
First Months in Review: Let the Numbers Speak
Since launching in mid-May, Merkur has seen remarkable results that have surpassed key KPIs.
Customer engagement, revenue, and retention surpassed expectations within five months of launching the new data-driven loyalty program. Here’s what Merkur achieved during this period:
- Over 50% of Merkur’s B2C transactions are generated through the loyalty program, indicating that loyalty mechanisms significantly drive the business.
- Revenue increased by 11%, accompanied by an 8.5% increase in average purchase value.
- The number of loyalty program members has grown by 7.7%, with a shift of 6.2% from unknown to known buyers.
- The program has attracted a younger demographic, effectively addressing the challenge of an aging customer base.
With Salesforce and Agilcon, Merkur transitioned to a dynamic, digital loyalty system, shifting from a product-centric to a customer-centric approach.
Want to learn how your business can transform CX, just like Merkur did?
Let’s talk about what Salesforce can do for your business — book a free consultation with our team.
Understanding Today's Merkur Customer: A Starting Point
With its 130-year legacy, Merkur is a leader among Slovenia’s retailers, featuring 24 shopping centers and a strong online presence. This brand has adeptly adapted to the changing needs of its customers and market dynamics over the years.
Today’s Merkur shoppers are well-informed and demand quality, fast product access, and a personalized shopping experience across both physical and online stores.
Merkur’s loyalty program is set to meet these high expectations. Modern customers seek immediate, personalized rewards for every interaction, not just purchase-based incentives.
Merkur's Expectations in Selecting a Partner for Digital Transformation
- Business Model: Focus on a profitable, sustainable program that retains customers for growth.
- Financial: Optimize costs by reallocating resources to known customers and continuously monitor KPIs.
- Technology: Implement a digital, paperless program supported by cloud solutions for seamless integration.
- Data and Legal: Improve data quality from the past decade and ensure compliance with laws.
- Culture: Educate employees and shift mindsets for new operational processes.
- Timing: Aim for rapid deployment to keep up with market dynamics, control costs, and maximize ROI. Avoid delays to maintain efficiency.
Agilcon’s Recipe for Digital Transformation in Retail Industry
Step 1: Laying the Foundation with Unified Data
Every transformation begins with one critical move: bringing all your data into one place. Why? Scattered data leads to clunky integrations, slowing down customer engagement from the start.
Sure, initial efforts may focus on basics like birthday offers or welcome messages, but today’s customers expect more—deeper insights and seamless data integration are non-negotiable.
Step 2: Connecting the Dots for Omnichannel Brilliance
Once the data foundation is in place, it’s time to build bridges across communication channels. At this stage, targeted campaigns, like a personalized welcome message, can be deployed precisely, thanks to seamless integrations that pinpoint exactly where loyalty members stand.
The goal here is clear: create a consistent, omnichannel customer journey that feels effortless at every touchpoint.
Step 3: Loyalty as the Ultimate Connection
Here’s where it all comes together. Advanced loyalty programs, like the one implemented at Merkur, go beyond unified data and omnichannel setups. They dive into the heart of customer engagement, using rich profiles and behavioral data to craft offers and messages that truly resonate.
This is the level where loyalty isn’t just a program—it’s a meaningful relationship that keeps customers returning.
Watch the video with Agilcon's approach to a complete digital transformation.
Unpacking the Core Tech Stack Behind the Merkur’s Digital Transformation
Merkur’s digital transformation is powered by three key systems: Marketing Cloud, Loyalty Management, and Customer Data Cloud (CDP). Analytics further strengthens these pillars, making it a vital tool for extracting actionable insights from customer data.
But Merkur didn’t stop there. They expanded their digital ecosystem with Sales Cloud and an in-store app built directly on the Salesforce platform. A game-changer? Absolutely.
This move included launching brand-new mobile apps—an essential addition, as mobile capabilities were previously missing. Salesforce powers everything behind these apps, making them the centerpiece of Merkur’s mobile-first strategy.
The result? A truly omnichannel experience that connects mobile, web, and in-store interactions, ensuring customers enjoy a unified and effortless journey, no matter how they engage with Merkur.
Transform your business with the tools and strategies that deliver success for Merkur. Whether boosting loyalty, driving engagement, or achieving seamless personalization, we’re here to help you lead the way in retail innovation.
Let’s create your success story—contact us today!
Contact us
"*" indicates required fields
