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McColl's using integrated analytics, loyalty and PoS data

Convenience store chain McColl's has invested in new technology and will be looking to boost customer loyalty using integrated analytics, loyalty and point of sale data.

Working with market and consumer intelligence firm IRI, the retailer is hoping to gain a better understanding of its customers' behaviour to create more tailored marketing opportunities.

The retailer is looking to achieve this through the McColl's Loyalty Plus Gateway solution, which is part of the wider IRI Holistic Retail Solution (HRS) suite, and the tool is the first IRI gateway solution in the UK to contain customer information using a loyalty card designed specifically for the convenience channel.

Thanks to the partnership, McColl's and its suppliers have 24/7 access to relevant sales and customer information via an easily accessible online portal, which they hope will enable them to collaborate on category and joint business planning initiatives.

Juliette Purser, loyalty manager at McColl's, said retaining customer loyalty is key to the business's success.

"We launched the Loyalty Plus Card to reward our customers no matter how often they shop or how much they spend, and as we learn more about our customers we will offer rewards tailored just for them," she added.

"IRI delivers the analysis and technology required to improve our customer understanding through provision of fast, accurate data and actionable insight that we can use with our suppliers to get better connected to our customers and provide them with more of what they want."

IRI's HRS suite integrates multiple retailer datasets, which it looks to use to enable retailers to improve the way they work across different dimensions. The solution looks to help businesses better understand their customers, measure the impact of promotions, monitor cross-category performance and enable better collaboration with suppliers.

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