Case Study: ICA achieves personalized offers and recipe recommendations with Avaus

ICA boosts personalised sales with Avaus using 10+ data scientists and proven statistical lift

ICA, a leading grocery retailer in Sweden, faced the challenge of personalizing its marketing and online customer experience to grow market share. They sought to move beyond rule-based systems and leverage their vast transactional data with artificial intelligence to provide unique offers and recipe recommendations for each household. To achieve this, they partnered with the vendor Avaus to develop a more precise analytical capability.

Avaus implemented a solution that involved migrating ICA's systems to a new environment and replacing rule-based logic with a suite of machine learning models. This new Recommendation Engine predicted user behavior and preferences to personalize campaigns. As a result, ICA saw a statistically significant increase in sales across all channels, proving the models improved customer loyalty and overall spend rather than just creating "coupon hunters." Avaus also focused on educating ICA's organization to ensure long-term viability and data literacy.

ICA