Case Study: HEMA maximises customer value with Springbok

Hema grows More HEMA into the Netherlands’ second-largest loyalty plan with Springbok

The customer, Hema, a major retailer with over 750 stores, sought to create a more personal dialogue with its customers but found it a complex challenge. To address this, Hema partnered with vendor Springbok to develop a single customer view for personalizing its approach across all one-to-one channels.

Springbok implemented a continuous three-step solution, beginning with the launch of the 'More Hema' loyalty program to raise awareness. They then optimized customer profiles and used a test-and-learn strategy for campaigns, centralizing data with tools like Selligent and Salesforce to fine-tune personalized marketing. This approach empowered Hema to become a data innovator, enabling it to analyze and act on every customer, store, and product, which expanded its CRM strategy and increased customer value.

Hema