Greggs and Data HQ

Given Greggs’ objectives and requirements, Data HQ proposed a solution that utilised all the key tools within the Apteco software including Apteco FastStats®, FastStats Geo™ and Apteco PeopleStage™.

The fundamental deliverable underpinning this project was the development of a live Single Customer View (SCV) that had the capacity to incorporate hundreds of thousands of customer and transactional files per hour into a single database. Near real-time, customer data, updated within minutes of a transaction being made in-store would allow Greggs instant access to their customer data. Providing the SCV to analysts and marketeers at Greggs through the powerful and intuitive front end delivered by FastStats, has, for the first time, allowed the team to gain a true understanding of their customers behaviours and motivations. Historically, the only sales information available was at an individual item or basket level, but now customers can be understood in terms of their frequency of visit, the times of day they are purchasing, and the combination of items they consume throughout a day, week, etc. Over 1 million communications using Apteco PeopleStage™ were distributed, made up of mostly push messages and emails - approximately 10k to 50k communications per day depending on new sign-ups and expiring rewards.

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