Match Supermarkets

Success Story: Match Supermarkets

How do Match Supermarkets use marketing automation to attract, engage and retain their customers?

The client

Match Supermarkets are part of the Louis Delhaize Group, a group founded over 100 years ago. They have 116 stores across northern and eastern France. All stores are equipped with a drive-through and click-and-collect service. They achieved a turnover of €1 billion in 2019, marking steady growth for the third consecutive year. They employ 5,300 staff, 5,000 of whom work in-store.

The brand’s DNA is centred on customer proximity, and it is renowned for its fresh produce. For the past three years, they have been pursuing a new corporate vision centred on eating well: offering healthy and tasty food featuring local and French produce – products that are full of flavour and have been rigorously selected by their experts, and which are affordable. And all of this relies on skilled staff and teams.

The context

Match Supermarkets decided to turn to marketing automation to address four key challenges:

• Customer loyalty
• Combating customer churn
• Converting new customers
• Developing the drive-through channel
• Data enrichment

Objectives

• To increase the ‘spend’ rate of customers, i.e. to encourage them to spend more at Match Supermarkets and less with competitors.
• Engage customers through ongoing promotional activities that are standardised across all customers, as well as targeted and local campaigns, by integrating marketing automation into the customer ecosystem.

The solution

Match Supermarkets chose Actito to help them address two priorities: the implementation of a welcome cycle and an attrition cycle. Discover the scenarios put in place in the video below.

Data enrichment was also crucial for building relationships and fostering loyalty through more effective targeting and personalisation.

The results

Data enrichment: a 6 per cent increase in email addresses and a 22 per cent increase in mobile numbers

Onboarding campaign: 

• 32% email open rate (compared to 20% before Actito)
• +1 visit on average per activated customer
• Increase in the rate of second transactions

Churn scenario:

• SMS: 12% redeem an offer at the till
• Email: 31% email open rate; 33% use an offer at the till; 42% of engaged customers return to stores

Watch their success story on video

Featuring Oriane Verbeke, Head of Research and Customer Satisfaction at Match Supermarkets