Online supermarket success story: One-to-one personalization for Condis customers.

Condis, the Spanish supermarket chain known for its strong presence in urban areas and its robust online shopping platform, personalizes the digital user experience one-to-one using Pleasepoint's Artificial Intelligence. With over 700 stores in Spain, Condis uses predictive marketing to enhance its CRM and eCommerce operations, making its marketing efforts more efficient and improving customer engagement.

This collaboration revolves around predictive marketing, automating personalized experiences in CRM and eCommerce, optimizing marketing operations, and improving customer engagement. Condis’ main goals in advancing towards a fully personalized digital experience were:

1. Automate personalized CRM communications.
2. Personalize the real-time browsing experience on the eCommerce platform.
3. Increase conversion rates and customer loyalty.
4. Reduce operational workload in creating and managing CRM and eCommerce campaigns.

Here is the content of this case study:

1. What results were achieved?
2. Why were these results achieved?
3. How does Condis personalize in real-time?
4. How does Condis personalize CRM communications?
5. How does Condis approach one-to-one personalization?
6. How does Condis use Pleasepoint?

Pleasepoint's predictive marketing platform enables Condis to successfully address these challenges while maintaining its existing tech stack. The solution provided by Pleasepoint includes:

• Real-time personalization for each user in the eCommerce.
• Personalization and automation of CRM communications for each customer based on lifecycle and profile.

What results were achieved?

The implementation of a scalable personalization strategy using Pleasepoint's AI models significantly improves conversion results across different channels.

Condis has achieved the following results thanks to the personalization provided by Pleasepoint:

• A 44% increase in revenue thanks to personalized and automated CRM communications.
• A 27% increase in conversion rates from personalized user interactions.
• A 12% increase in average order value for users receiving personalized interactions on the eCommerce site.

The collaboration between Condis and Pleasepoint has transformed the customer experience, driving significant improvements in revenue, conversion, and operational efficiency.

Why were these results achieved?

To understand the impact of personalization on user engagement and conversion improvements, we use metrics to evaluate the one-to-one product recommendation model.

These are the KPIs we analyze to measure recommendation accuracy and quality:

• Precision at 5/10/25: User engagement with 5/10/25 product recommendations, measuring the accuracy in different volumes of recommended products.
• Order ranking precision: This KPI measures the accuracy of the product order in the 25-item recommendation. It starts at 100% if the user interacts with the first product, 50% for the second, 33% for the third, 25% for the fourth, etc. This KPI helps determine how many products to display to ensure the highest engagement.
• Product coverage: This percentage indicates the product coverage within the recommendations compared to the total available catalog.

These are the results of training the one-to-one recommendation engine:

A good practice for measuring these indicators is comparing them against bestsellers to see how much better engagement is with personalized recommendations versus top-selling products.

These are the results using a bestseller-based recommendation:

The engagement improvement provided by one-to-one product recommendations is:

• 6.11 times improvement in 5-product precision compared to bestseller-based recommendations.
• 6.4 times improvement in 10-product precision compared to bestseller-based recommendations.
• 7.46 times improvement in 25-product precision compared to bestseller-based recommendations.
• 4.68 times improvement in product order quality compared to bestseller-based recommendations.
• 8.77 times improvement in product coverage over the total catalog compared to bestseller-based recommendations.

Pleasepoint allows for the execution of the desired commercial strategy, ensuring that each customer is incentivized with the most appropriate offer at every moment, following defined business rules.

How does Condis personalize in real-time?

Condis transformed its eCommerce shopping experience by accessing predictive AI models through Pleasepoint’s JavaScript SDK. Using the SDK, Condis can create a unique, personalized shopping experience for each customer.

Pleasepoint's SDK also tracks each user's interactions in real-time, providing product recommendations tailored to their preferences at every step of their browsing journey.

Using Pleasepoint’s business rules, product recommendations seamlessly integrate with the current commercial strategy.

One-to-one, real-time personalization aims to meet the individual preferences of each customer as they browse. The goal is to ensure that each customer finds exactly what they need.

Thus, Pleasepoint’s SDK transforms the online shopping process into a highly personalized experience, improving KPIs such as conversion rates, satisfaction, and loyalty.

How does Condis personalize CRM communications?

By using Pleasepoint’s Datamodels (DM), Condis enriches its CRM with detailed customer information to deploy a personalized communication strategy. Pleasepoint DM automates customer segmentation and enables one-to-one personalization in any communication.

The access to these DM models allows Condis to gather individual information about customers’ lifecycle, personal preferences, and consumption patterns, ensuring that the right products and promotions are recommended at the right time.

This automation streamlines the creation of customer journeys, audience building, and newsletter campaigns, optimizing Condis’ marketing efforts. By personalizing interactions at scale, Condis enhances operational efficiency while significantly increasing conversion rates.

Email marketing is powered by one-to-one product recommendations through Pleasepoint DM, revolutionizing the concept of email marketing by automating product selection for each communication.

These are the data models provided by Pleasepoint that enable easy personalization:

• DM based on the Customer Lifetime Value (CLV) predictive model: Personalize strategies by understanding customer loyalty status, lifecycle, and consumption patterns.
• DM based on buyer persona propensity models: Personalize communication by leveraging each customer’s preferences and purchase propensity.
• DM based on one-to-one product recommendation predictive models: Personalize product selection for each customer in every communication.

This innovation aligns product selections with Condis' strategic goals, optimizing the team’s efforts and boosting sales conversion.

How does Condis approach one-to-one personalization?

Condis has committed to revolutionizing user interaction through advanced personalization in both CRM and eCommerce. The supermarket chain aims to automate individual interactions, from segmented newsletters to CRM automation based on customer lifecycle, and adapt eCommerce experiences to each customer’s preferences and behavior.

To meet this challenge, a robust solution is needed to analyze vast amounts of data and provide accurate recommendations with the goal of optimizing the entire customer journey and increasing repeat purchases.

Pleasepoint's predictive AI capabilities make this possible. Condis adopted Pleasepoint’s SaaS platform to deliver unmatched personalized experiences. With the Real-time (RT) and Datamodels (DM) modules, Condis tailors customer journeys with the most appropriate communications and delivers one-to-one, real-time personalization on its eCommerce platform.

This strategy enhances engagement and conversion across multiple channels. Pleasepoint’s integrations create a secure and automated data flow between CRM and eCommerce. Condis leverages this technology to focus on innovation, driving significant improvements in sales and customer loyalty.

How does Condis use Pleasepoint?

Condis leverages Pleasepoint’s predictive AI models to execute a personalization strategy across its eCommerce and CRM channels, offering customers a unique, relevant experience.

This personalized experience is automated through Pleasepoint's predictive marketing platform, giving Condis real-time access to AI models or batch access for any customer list, fully integrating with its eCommerce and CRM systems.

Here are the Pleasepoint modules that Condis is using to improve user experience and customer relationships:

• Pleasepoint RT: Personalizing the eCommerce user experience in real-time according to individual preferences and browsing behavior.
• Pleasepoint DM: Personalizing CRM communications for each customer, enhancing engagement and repeat purchases.
• Pleasepoint DM one-to-one: Automating communications based on customer lifecycle stages and their usual buying patterns.

If you enjoyed this case study, download our free eBook and learn how to execute a one-to-one personalization strategy in real-time for both eCommerce and CRM communications. It has never been easier to start hyper-personalizing at scale, improving conversion results, and reducing the operational workload of your team.