All Foundries

Commodity Management & Trading

Transforming trading ecosystems through data-driven insights and secure, agile platforms that empower global commerce.

Customer & Marketing Strategy

Reimagining customer engagement with personalized, connected experiences that build trust and long-term value.

Digital Engineering

Turning ideas into scalable digital solutions—accelerating transformation through design, technology, and engineering excellence.

Station Studio

Redefining mobility hubs with digital innovation to create smarter, sustainable experiences for people and businesses on the move.

Supply Chain & Industry 5.0

Building resilient, intelligent supply networks that anticipate change and deliver efficiency with purpose.

Sustainability

Driving responsible innovation to help organizations achieve net-zero goals and create a positive impact for future generations.

Physical AI

Physical AI gives machines, robots and physical operations the ability to perceive their environment, decide what matters and act in real time. Factories, plants, stores and infrastructure become systems able to sense conditions, learn from them and improve on their own, closing the gap between the physical and the digital world.

Next-Gen Infrastructure

From networks as infrastructure to connected platforms that enable critical, autonomous and intelligent operations.

Four business units, one technology roadmap after the merger

After an acquisition, a retail group ran four business units on four technology stacks. NTT DATA mapped processes, applications, ERP, CRM and infrastructure across all of them and designed a low-risk transition roadmap. The group now works from a prioritized portfolio of initiatives, with synergies identified for each unit.

Four business units, one technology roadmap after the merger

Retail

A pharmacy retailer grows average ticket by 8% and lab services sales by 18%

Pharmacy and health retailers compete on the visit itself: the counter, the advice, the lab test. This retailer measured its digital maturity with NTT DATA, organized more than 16 initiatives into cross-functional work cells and tracked each result. Average ticket rose 8% and lab and diagnostic services sales grew 18%.

A pharmacy retailer grows average ticket by 8% and lab services sales by 18%

Contact

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.

Objectives

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.

Opportunity

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.

Key Challenges

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.

Solution

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.

Defined the strategic campaign portfolio

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

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.

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.

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.

Impact

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.

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