From mass emails to hyper-segmented customer campaigns

For a department store retailer, the inbox is one of the most direct ways to reach customers, but only when the message feels relevant. Working with NTT DATA, a department store retailer in Mexico rebuilt its email campaign engine around customer purchase affinity, replacing generic mass sends with hyper-segmented campaigns that generated 170M MXN of additional EBITDA and doubled email engagement.
EBITDA: 170M MXN
Additional EBITDA generated by the new campaigns.
Open Rate: 2x
Improvement in email open rate.
Click-Through: 2.5x
Improvement in click-through rate.
Mechanism: Customer-Centric Campaign Engine
A repeatable, affinity-based model now institutionalised.
Customer affinity that turns every email into a relevant offer
The retailer needed to turn email into a real sales channel, moving away from sending the same content to every customer and towards campaigns that reflected what each person was actually likely to buy.
目的
The initiative set out to improve email communication and conversion in order to generate additional EBITDA. The ambition was not simply to send better emails, but to put the customer at the centre of the campaign process and make relevance a repeatable way of working.
機会
The retailer's customer data already revealed clear purchase affinities; campaigns simply did not use them. With an affinity-based campaign mechanism now in place, the retailer can keep expanding hyper-segmented communication across categories and customer groups, turning its data into a lasting source of revenue.
Putting untapped customer data to work in every campaign

The retailer faced the practical challenge of turning a generic, one-size-fits-all email channel into a customer-centric engine, using the data it already had to decide who should receive which offer.

主な課題
Department store marketing team preparing the same generic email campaign for customers with different shopping interests and purchase behaviors.
1: Generic content for every customer. The same campaigns were sent to the entire customer base, regardless of their interests or purchase history.
Retail marketing professional reviewing email campaign performance showing broad customer reach but limited engagement and conversion into sales.
2: Email underperforming as a sales channel. Low engagement meant email contributed far less to sales and conversion than its reach suggested it could.
Retail marketing team organizing disconnected campaign materials without a structured process linking customer needs to campaign planning and execution.
3: No customer-centric campaign engine. There was no structured mechanism to define, build and run campaigns around customer needs.
Retail customer-insights team reviewing clear purchase-affinity patterns that are not yet being used to define campaign audiences or offers.
4: Untapped purchase affinity data. Customer data already showed clear category affinities, but this insight was not being used to shape offers and audiences.
解決策
A customer-centric campaign mechanism built on purchase affinity

NTT DATA launched hyper-segmented campaigns that align email content with each customer’s purchase affinity, for example sending appliance offers to customers with a high appliance affinity, all under a new and repeatable campaign mechanism.

チェックアイコン
Defined the strategic campaign portfolio

Set out which campaigns to run, for which categories and objectives, giving the email channel a clear commercial direction.

チェックアイコン
Created affinity-based customer email lists

Used purchase data to group customers by category affinity, so each list reflects what those customers are most likely to buy.

チェックアイコン
Executed hyper-segmented campaigns

Delivered targeted campaigns that match content and offers to each segment, making every email more relevant to the person receiving it.

チェックアイコン
Institutionalised a customer-centric campaign mechanism

Embedded the new way of working into the retailer’s routines, so affinity-based campaigns become a repeatable process rather than a one-off exercise.

影響
Twice the engagement and a measurable new profit line

Relevance turned an underused channel into a profit line. The new hyper-segmented campaigns generated 170M MXN of EBITDA, while open rates improved 2x and click-through rates improved 2.5x. Beyond the results, the retailer now has a repeatable, customer-centric campaign mechanism that uses purchase affinity to keep every communication relevant.

注目の成功事例
デジタル化されたサービス管理による現場業務の強化と、コネクテッドワーカー技術による安全性の向上
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