GPA ensures personalization with CDP implemented by CWI

Delivering value together with excellence is what characterizes CWI. It would be no different with GPA, applying the Customer Data Platform (CDP), to achieve desirable results for the customer.

Using technologies from Adobe Experience Platform, CWI assisted in the process that was pioneer in the sector in Brazil. See some more details about this project.

Problem identification and solution recognition

The first phase of the project with one of the largest food retail groups in Brazil was to understand and identify the problem. GPA already presented the need to centralize customer data and further personalize the consumer experience.

In this way, the CWI team, together with the client, structured the solution of setting up a CDP for data centralization. In addition to this demand, there was a need to identify which data was essential for GPA’s sales strategy.

With this, the team’s work would aim to create a deliverable that would enable a personalized activation for each client, with centralized and structured data to be used in assertive communication.

Illustration of three people holding icons representing happiness, indifference and sadness.

From DataHub to CDP

Taking into account the need to centralize data, the CWI team’s first task was to develop a DataHub, where all the necessary customer information would be located.

The structuring of the DataHub used Google Cloud Platform (GCP) technology, a novelty for the GPA technology area. Pioneers in this regard, the team built a modern data storage solution that enhanced information analysis for commercial use.

Furthermore, some relevant technologies were used to implement DataHub, such as BigQuery, the serverless data warehouse applied to data storage, and Dataflow, a managed backend offered by GCP for executing data pipeline models created with the Apache Beam.

After building the DataHub, it was possible to integrate with the Customer Data Platform and allow the data to be in a unified and malleable form for the team that works with sales activation.

CDP was implemented using Adobe Experience Cloud technology, a collection of applications and services designed for a better customer experience.

Adobe Experience Platform

Using Adobe Experience Platform services, the team responsible for the project acquired Adobe Real-Time CDP, a functionality that collects B2B and B2C data from all systems and unifies it into real-time profiles.

The tool implemented and structured with the help of CWI solved customer data management, improving activations and communications with GPA consumers.

Pioneer in the use of Adobe Real-Time CDP in the food retail sector, the group brought together information from online and offline channels, unifying them. The results were positive and the team collected good feedback.

Results

The project, which was completed in June 2023, brought good solutions to GPA’s sales and communication needs. With CDP, the group is able to hyper personalize customer profiles to carry out more assertive activations.
Segmentations help in product sales and in carrying out specific communications for consumers. This way, the group keeps the project ongoing, supporting the system and creating new cases.
The evolution of the project continues with the CWI team, which shows knowledge of the technologies used and know-how of the implemented process.