Company News • 16.03.2009

METRO Group Wins CRM Award with Teradata Solution

METRO Group, one of the world’s largest retailing companies has been presented with the Retail Technology Award Europe for their transparent and flexible campaign management solution. METRO Group had replaced their country-specific marketing systems with a centralized Teradata platform-based solution and enhanced the Teradata CRM software according to their special requirements. The award was issued at the recent EuroCIS retail industry fair in Dusseldorf by the EHI Retail Institute.
With the help of the data warehouse-based CRM solution, METRO Group is able to monitor, analyze and manage their campaigns. With the introduction of the new system, the marketing team has achieved significantly more efficiency and effectiveness: single campaigns can be simply developed by marketers without any special technical expertise. And later on the campaigns can be reused without major complexity. For example, the business solution enables 400 marketing campaigns each year with the same resources rather than only 80 campaigns in years past, and can manage two countries by only one marketing department. The system also tracks and reports which customer campaigns are successful, and enables predictive analysis which indicates the potential success of a campaign.
“The increase in efficiency of our campaign management is the proof of the fact that the harmonisation of the systems at METRO Group has been very fruitful,” said Stephan Biallas, Managing Director MGS METRO Group Solutions. “The award underscores once more the importance of the continuous optimisation of business processes.”
Through their enhanced analysis abilities METRO Group can more quickly identify ineffective campaigns as well as unattractive product segments, and gain all in all a more precise picture on the different markets. This is why METRO Group is able to react more quickly to changed market conditions and better serve customer needs. With the increasing service life of the analysis tools the system allows predictions of success of their campaigns in various country markets.
For more than a decade, the Teradata data warehouse platform has supported METRO Group’s ongoing data management and harmonisation of business processes. Today, with their international data warehouse METRO Group captures and integrates data continuously from across a growing number of subsidiaries and business initiatives in Europe, Asia and Africa.
“With the help of their Teradata Warehouse METRO Group is able to support their powerful international market position in order to realize economies of scale in marketing”, said Andreas Geissler, Solution Team Leader Retail and Finance, Teradata.
By introducing the new CRM solution the company also achieved synergies in the IT area. Before they were maintaining special systems with relating infrastructure in the concerning countries. The solution has been implemented in Germany, the Netherlands, Czech Republic, Slovakia, Russia, Hungary, Italy and Greece and is planned to be enhanced to more countries of the sales division Metro Cash & Carry.
 

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