Marketing Analytics - Queen's University 2024

In the vibrant retail landscape of India, ABC Supermarket, with its vast network of over 100 stores and a customer base of over 5 million, embarked on an expansion into organic products, leveraging its successful loyalty program of 220,000 members. To target the most likely buyers among the remaining 90% of its loyalty participants for its new organic range, Team Paris was engaged to develop a precise marketing strategy utilizing predictive analytics. By analyzing purchase behaviours of a sample group and employing binary classification and logistic regression models on demographic and loyalty data, the team aimed to tailor marketing efforts to individual preferences. Strategies included enhancing the loyalty program with special offers for members with over 5 years of engagement, segmented email marketing to cater to specific customer interests, and regional tailoring to align with local values and events, ensuring optimal resource allocation for customer conversion. This integrated approach by Team Paris is poised to not only elevate ABC Supermarket’s foothold in the organic market segment through targeted customer engagement but also to scrutinize and improve financial metrics, marrying analytics with strategic marketing to bolster ABC Supermarket's growth and profitability in India's competitive retail sphere.