Case Study: CRAI achieves higher customer engagement and sales with dunnhumby

CRAI - Customer Case Study

CRAI, the Italian grocery cooperative with more than 2,270 stores across 19 regions, wanted to better understand customer behavior, differentiate shoppers by needs, and build more personalized loyalty communications. Working with dunnhumby on CRM and loyalty strategy, CRAI addressed challenges including poor contactable data quality, inconsistent store technology, and low loyalty card usage.

dunnhumby designed a customer journey and CRM plan based on validated customer data, then tested different spend-and-discount scenarios to find the best mix of engagement and incremental sales. The winning approach was targeting the 75th spend percentile with 20% off, which drove 3 percentage points higher participation across tests and 7–8 percentage points more incremental sales from contacted customers; after rollout, CRM activity delivered an average 40% sales uplift, 1% LFL sales growth during campaigns, and 11% incremental sales in the post-campaign period.

CRAI

Mario La Viola

Direttore Marketing