Case Study: METRO boosts CRM-driven e-commerce revenue with Maestra

20% of E-commerce Revenue Through Direct Channels, One Customer in Three Roles, Promotion Processing

METRO Cash & Carry, a major international retailer, faced the challenge of unifying its online and offline customer data to increase e-commerce sales. A key complexity was that its customers often held multiple roles, purchasing items simultaneously for their businesses and for personal use. To address this and improve promotional processing, METRO partnered with vendor Maestra to implement its customer data platform (CDP) and marketing automation services.

Maestra's solution integrated with METRO's various sales channels to store customer data, segment audiences, and launch targeted communications across email, SMS, and push notifications. This enabled the retailer to run over 200 promotions and automate key marketing scenarios. As a result, METRO increased the share of revenue from its CRM communications from 11% to 20% of its total e-commerce revenue, with the email channel alone driving 80% of that CRM revenue.

METRO

Evgeny Mishchenko

Head of the E-commerce Division