How supermarket increased conversion rate by 27%

Terno is a retailer from central Europe operating two supermarket brands with more than 150 stores of various sizes, from smaller retail supermarkets to larger wholesale stores with its own handmade bakery production. Together with its customers and regional producers, the B2C grocery retailer and B2B wholesaler form a community that cares about health, wellness, and food accessibility.

Thanks to Voxwise, Terno can now enhance its personalized communication with a smart Customer Engagement platform powered by a strong Customer Data Engine to offer a personalized experience to its customers increasing both revenue and customer retention.

After analyzing all the data provided by Terno, Voxwise confirmed that the average customer is grocery shopping every 3.5 days. The biggest priority is to attract customers back to the Terno store, not the one from the competition. It takes exceptional customer personalization to keep customers staying loyal to the supermarket brand, with on average 8 shopping trips per month. This is achievable only with relevant and personalized content that directly fits customers. Terno launched the so-called “Empty Fridge” scenario, an idea created by Voxwise, which uses data on multiple levels, personalizing content to build customer retention.

Customer-centric personalization with frequency, store location, favorite products

First of all, we know when was the time the customer was grocery shopping. With the statistics showing individual inter-purchase frequency (some customers shopping 3 times, 2 times, or 1 time per week), Terno can predict the optimal time to remind customers of their empty fridges. This is the main trigger to sending a personalized campaign with the shopping list of customers’ favorite items that they buy almost every time, triggering a thought in the mind of customer to plan a store visit to restock. The campaign also contains upselling product recommendations from the products that customers bought in the past, have good margins, and customers could buy them more often.  Thanks to smart technology running behind the scene, Terno is able to serve its customer with relevant communication based on their previous purchases, acting almost like a personal grocery shopper with product recommendations that perfectly align with their specific needs. Thanks to the strategy “Empty Fridge”, Terno achieved an increase in conversion rate to purchase by 27% in comparison with non-personalized weekly campaigns.