Supermarket Analytics Case Study
With more than 600 stores Konzum is Croatia’s largest supermarket chain. Konzum’s CRM team was struggling to answer an ever-increasing number of questions from the business in a timely manner. Here’s how 11Ants helped.
Konzum had large amounts of customer data. The CRM team was struggling to answer questions in a timely manner and felt like a bottleneck.
“Knowing our customers is a very, very big part of our strategy. That's why we have our loyalty program and collect data about our customers. We struggled a lot with that kind of big data, and I felt that my team was a bottleneck in that process because, there was a very big lag between the question being raised and the answer to that question.”
Watch a video of how 11Ants has transformed Konzum’s ability obtain actionable insights from their data.
KONZUM VIDEO TRANSCRIPT
Konzum is the largest Croatian supermarket chain, and we have more than 600 stores. Knowing our customers is a very, very big part of our strategy. That's why we have our loyalty program and collect data about our customers. We have struggled a lot with that kind of big data, and I felt that my team was like, a bottleneck in that process because, there was a very big lag between the question being raised and the answer to that question.
So to answer the questions, we had major bottlenecks when we were extracting data, because it needed a few minutes or even 30 minutes to just extract the data. So we were just waiting and not doing anything while it was extracting. So, the next bottleneck was actually when we were transforming the data in Microsoft Excel, we needed to have a clear, path how we were going to do it, and while we were testing the visual visualizations - if they're okay or not. Also loading the data in Excel was one of the bottlenecks that was a problem for us, and that was really time consuming.
Before the 11Ants solution I had a feeling that I don't have time to do anything in my job; and I felt that anything would be time consuming and that I wouldn't really do all the visualizations in the time that was provided to me.
We tried to figure out how to solve this bottleneck that my team had become; and we realized that just hiring another person to my team wouldn't solve anything. So that's why we tried to find another solution that would be more effective.
So we had a few options; to hire more people, to build it ourselves, or to find some external solution that would help us.
After we implemented the 11Ants solution I don't feel that my team is a bottleneck anymore, and I feel that we can answer the questions from our business side faster and help the business side answer more questions and be more data driven than before. My team became a lot more efficient than before 11Ants.
11Ants has improved my effectiveness in my role every day because the time consuming problem is really gone and the management that needed answers so quickly, was really delivered quickly by us.
Before 11Ants I felt like I was running around in circles and losing so much energy; and now I'm very satisfied with how my workday looks, and the results of my work are so much better now than before.
The 11Ants solution really makes me feel that I could do anything in my job. It really doesn't feel that I need a lot of time to do anything, and I think that I could answer any question that management may have for me.
We are using 11Ants internally in Konzum, but as well we are providing access to our suppliers and in that way we generate profit for Konzum.
So how do we know that 11Ants is a successful implementation? We know it because the ROI was achieved very fast; we know it because there's so much insight that we get from 11Ants; and our process is now is much faster than it was.
When speaking to another retailer, or a friend, I would really recommend the 11Ants solution to them.
Surely, I would recommend 11Ants to other retailers.
The only ones I wouldn't recommend to use 11Ants, is our competitors really!
Now that we've implemented the 11Ants solution, I cannot imagine working without it.
I love the feeling of presenting the 11Ants solution to our suppliers for the first time, because there's a lot of enthusiasm when they see that solution in the beginning. So it makes me very, very proud and very, very happy!
tangible business benefits
Key business benefits obtained by the retailer include:
Massive time savings
Data questions answered much faster
Business has become more data-driven
New revenue stream from commercializing insights with suppliers