A major retailer wanted to increase customer retention and revenue by making better use of its existing customer data. Dispersed systems prevented the business from seeing a complete picture of customer behaviours, limiting opportunities for cross-selling and personalised engagement. Optima partnered with the retailer to centralise data, segment audiences, and deliver tailored recommendations that boosted loyalty and drove measurable revenue growth.
Context:
In a highly competitive retail environment, generic sales strategies were no longer effective. Customers expected personalised experiences and relevant recommendations, but fragmented data made it difficult to understand needs and buying patterns. Engagement was stagnant, repeat purchasing was low, and loyalty was under pressure.
The retailer required a data-driven approach that refined customer segmentation and enabled targeted sales tactics at scale.
Outcome:
Significant increase in revenue from existing customers through personalised recommendations and cross-selling
Boosted registrations and engagement in the retailer’s loyalty programme via hyper-targeted campaigns
Improved customer lifetime value across key segments
Strengthened long-term trust and retention by delivering relevant, personalised experiences
What we delivered:
Built a central hub to unify dispersed data sources, providing a single, comprehensive view of customer behaviour
Designed segmentation models to identify customer groups by interests, preferences, and purchase combinations
Developed cross-sell strategies and “next best product” recommendations to drive targeted engagement
Implemented a modernised CRM system to make data accessible across the business and support loyalty initiatives
Testimonial: “This project showed how better use of data can transform customer engagement. By unifying systems and applying advanced segmentation, we helped increase loyalty, unlock cross-sell opportunities, and maximise value from the customer base.”
— Director of Consultancy, Optima Partners
