Case Study: Delightful Customer Engagement and Ample Marketing Opportunities

Northgate Market was facing numerous issues relating to the maintenance of customer data. This included no single trusted repository for customer information, as the data resided in different business departments and applications. It was leading to complications in pinning down customers, as a single customer had multiple profiles. Due to which a customized experience could not be offered, and no actionable insights on customers could be derived. The company also did not have an online presence, due to which customers had to walk into the store every time to pick up their orders. As a result, the company had a very limited scope of engagement with customers, dependent only on physical means as Northgate Market had no digital connection with customers after they left the stores. Therefore, no brand-related communication could be delivered to the customers online. Northgate Real Estate faced a similar issue of customer engagement. There was no visibility about the end-users who were visiting the Northgate properties. The company was dependent on a third party to manage the content of their website. The campaign and marketing potential was quite limited; no system existed for the approval of workflows. The company was facing many other issues that hampered productivity and employee efficiency, like manually managing store staff activities with a paper-based collection of data, generating reports for every business. Besides, there was no store-level inventory visibility.