1. Brookshire Grocery Company: Personalizing the Customer Shopping Experience in Real Time with SAP® Solutions
Company
Brookshire Grocery Company
Headquarters
Tyler, Texas
Industry
Retail
Products and Services
Regional grocery chain with 155 stores in Texas, Arkansas, and Louisiana
Employees
14,000
Web Site
Objectives
Build upon Brookshire’s reputation for legendary customer service by optimizing the shopping experience
Communicate with customers in real time based on an in-depth knowledge of their shopping history
Increase the number of digitally engaged customers who shop more frequently and spend more
Why SAP
SAP® Promotion Management for Retail application for managing and analyzing personalized promotions
SAP Customer Relationship Management application for consolidating valuable customer master data
SAP Audience Discovery and Targeting analytic application for customer segmentation
SAP POS Data Management application for deep insight into customer buying patterns and behaviors
SAP Customer Activity Repository application for a 360-degree view of each customer
SAP HANA® platform for real-time computing and decision making
Benefits
Know everything there is to know about customers in real time
Empower category managers to see what customers are buying (and what they’re not buying)
Offer real-time promotions to customers that build loyalty and incent them to buy more
Improve the effectiveness and lower the cost of promotions
Future plans
Utilize the current SAP software landscape as a growth platform to expand from 155 stores to 400 stores
Migrate all transactional, reporting, and analytical needs to SAP Customer Activity Repository and SAP HANA
Real-Time
Promotions and communications with customers based on their shopping history
Optimized
In-store shopping experience to drive sales
Greater
Insight to get the right product on the shelf at the right time and at the right price 1
Version of the truth for sound decision making
“In the last four years, we’ve had record profits year over year. A lot of that has to do with our people, who are the best in the industry. But a big part is because SAP software provides them with the right information at the right time so they can get the right product on the shelf at the right price for our customers.”
John D’Anna, Senior Vice President and Chief Information Officer, Brookshire Grocery Company
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