Case Study: Iper (Italian supermarket chain) achieves personalized customer service and sales uplift with SymphonyAI

Iper - Customer Case Study

Iper, a €2.5 billion Italian supermarket chain with 200 supermarkets and 27 hypermarkets, faced fierce competition, expanding ranges and pricing pressure in a stagnating market. To better understand shopper behavior and drive loyalty, Iper partnered with SymphonyAI, using SymphonyAI’s RetailAI analytical software to segment customers and inform strategy.

SymphonyAI’s analytics identified three core customer segments and informed the launch and refinement of loyalty programs that now count about 1.9 million active cardholders driving roughly 80% of sales, including 550,000 members of the premium Carta Vantaggi Più. The insight-driven changes—revised assortments and layouts, targeted pricing and promotions, and personalization features such as a tailored home-shopping page—delivered measurable results (for example a 25% sales uplift after remerchandising coffee capsules) as well as improved supplier collaboration and campaign effectiveness.

Iper

Massimo Baggi

Marketing Director