Client

BriCor is a chain specialising in DIY, decoration, and household and garden services. At the end of 2012, it developed the concept of Bricor City to open some of their brand’s departments in El Corte Inglés shopping centres.

Objective

During 2008, when Bricor only had 2 centers, they decided to create a loyalty card for their best customers. Their success made it possible for all our customers to be offered the card as the expansion process continued. At that time, Bricor contacted Pentasoft to manage their loyalty program as well as to capitalize on the knowledge of their data.

Solution

After carrying out an analysis of the different loyalty programs and of Bricor’s own business model, we chose to implement a scalable CRM, in which the centers would have an important role to play.

With the goal of seeking an immediate return, while providing a robust and flexible solution, we based the architecture on Google Apps and Amazon Web Services technology.

In order to do that, we centralised both the operational data, which are recorded online from their stores, and the transactional data - purchases made with the card, in a database in the cloud integrated in our online platform of text messaging and mailing of newsletters. This enabled us to have a complete view of the customer, which was complemented with segmented and value communication based on profiles, history and evolution of the program.

In addition, we designed and implemented program reporting analysis, which actively helps to find insights and commercial returns regarding the brand as well as the main KPIs of the program.