Intermarché harnesses data to deliver purpose
Grocer Intermarché, Microsoft and Accenture build a Data Factory to enable Intermarché to deliver its purpose to customers, with immediate results
With 2,130 stores served by 62 plants producing 4 billion products, Intermarché is the third-largest grocery chain in France. It aims to deliver its purpose of “Bringing the best food within the reach of everyone” and build on its 15% market share in a completely new and bold way: by harnessing the power of data.
Intermarché needed to migrate from a distribution-driven model to a sales-driven model, by unleashing a steady stream of data insights. This would enable the retailer to forge and expand personal relationships with customers by catering to their individual, ever-changing needs at the point-of-sale.
Making the local grocery store even more local
Intermarché set two very clear goals. The first was to accelerate the pace of data transformation and the second was to achieve two major strategic objectives–reveal operational efficiencies and create value for customers.
Building the infrastructure to collect, mine and analyze data would be just the first step. Developing use cases from the realized insights and steadily transmitting them to the stores and business employees, so they could tailor product assortments to local consumer patterns and expectations, would be the tougher part of the journey.
In close partnership with Intermarché and Microsoft, Accenture is driving an organization-wide data transformation. A centralized Data Factory team consisting of employees from Intermarché, Accenture and Microsoft was quickly established.
The Data Factory used existing store-level sales data enriched with external data to prioritize the most relevant use cases. Accenture teams worked on the development of the prioritized use cases, along with Intermarché business and IT teams and Microsoft experts, on the Microsoft Azure cloud platform.
Accenture’s deep retail expertise and knowledge of Microsoft technology proved complementary to Microsoft cloud technology, which allowed talent from both companies and Intermarché to work as one team. Together, they built a complete data machine, from production to stores, all for the benefit of customers.
After achieving operational efficiency, the Data Factory will turn to customer personalization and enhance value in every aisle of every store.
Data scientists alone cannot identify and solve every problem in a large, complex operation. The Data Factory—a multi-disciplinary team with seven specialist roles—was created to accelerate Intermarché’s journey to a data-driven organization.
Together, the people in the seven new Data Factory roles produced understandable data and actionable insights for employees and store managers.
They also set a paradigm—one that demonstrates the importance of each of the new roles for driving a customer-centric, data-driven transformation.
Strengthening bonds with shoppers
By focusing more on the desires and needs of individual customers, Intermarché can continually leverage its new tools to enhance its personal connection with each and every shopper. Since the Data Factory tools allow for this responsive behavior to exist on a store-by-store level, Intermarché is better positioned than its competitors for future growth.
One is a simple tool that helps individual stores adapt their product assortments to the competitive environment, to respond to broad shopping patterns and meet the expectations of each customer.
The next step for the Data Factory is to create value for customers by building closer relationships via personalization.