“By 2020, it is projected that millennials will go from 5 percent of the buying power to close to 20 percent of buying power. This generation grew up with cell phones in their hands, with laptops, with tablets – they are very digitally engaged,” said John D’Anna, senior vice president and CIO of Brookshire Grocery Company. “Our business has to simplify everything for that customer.”

Assisted by SAP consulting partner /N SPRO, phase one of Brookshire Grocery’s customer-centric program included embedding customer data into business processes, enabling stores to connect with customers at a more contextual level. This includes providing personalized promotions that go straight to the company’s mobile app and are automatically loaded on the customer’s loyalty card.

“Brookshire Grocery has benefited tremendously from our partnership with /N SPRO as we’ve digitally transformed our business,” said D’Anna. “Because of its expertise in SAP technology, retail business and customer loyalty, /N SPRO helped us co-innovate a leading-edge SAP loyalty platform that will set the standard for the grocery industry.”

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