The grocery firm had compiled a large detailed data warehouse with information such as customer demographics, line item transactions, marketing activity and responses, customer survey data, and more. The data was not being leveraged beyond simple business intelligence.
Recently, it was noticed that a growing number of customers were making a single visit and not returning. Loyalty was decreasing and churn was increasing. The goal was to increase sales and profitability through increased customer visits (loyalty) and increased spend per visit. In addition, it was increasingly important to identify at-risk customers early in their lifecycle so that action could be taken to make them more loyal.