The Challenge: Transforming High-Volume Traffic into Actionable Loyalty
Cencosud faced the challenge of unifying a massive, diverse customer base into a cohesive loyalty ecosystem. The goal was to move beyond traditional, fragmented discounting and create a sophisticated “Mi Promo” program. Cencosud needed a solution that could increase purchase frequency and average ticket value (AOV) while ensuring customers identified themselves at the point of sale (POS) to capture critical behavioral data in an increasingly competitive landscape.
The Solution: “Mi Promo” – A Hybrid CRM & Loyalty Ecosystem
Cencosud partnered with Loyal Guru to develop Mi Promo, an omnichannel loyalty powerhouse that blends transactional incentives with emotional engagement. The platform functions as a strategic CRM engine with three core pillars:
- Dynamic Personalized Offers: Real-time transactional data triggers hyper-segmented promotions via the app, aligned to each customer's habits.
- Hybrid Rewards & Payment Synergy: Points accumulation/redemption combined with differential benefits by payment method, maximizing synergy with financial services.
- Frictionless Identification: Incentives for “identification at checkout” improve data quality and fuel recurrence, retail media and monetization.
“Mi Promo is not just a discount program; it is our primary strategic engine for understanding and rewarding our customers. Loyal Guru’s platform gives us the real-time agility to turn transactional data into emotional connection and sustainable growth across all our banners in Colombia.”
Cencosud Representative
The Result: Sustainable Recurrence and Enhanced Customer Lifetime Value
The “Mi Promo” platform has redefined the relationship between Cencosud and its Colombian customers, turning every transaction into a data-driven opportunity. Key achievements include:
- Optimized Frequency & Ticket: Personalized “nudge” offers and point-based goals lift visit frequency and basket size.
- Digital-Physical Convergence: The app becomes the bridge between digital and physical store, strengthening omnichannel engagement.
- Strategic Data Monetization: Higher identification rates build rich insights to collaborate with CPG partners and improve profitability.
