The Co-operative Group is about to go live with an Oracle datawarehouse that will collect information on its four million members and analyse the data to target them with tailored communications.
The 7Tbyte datawarehouse will store data on members' use of Co-op Group services, which include food stores and travel outlets, plus banking and pharmacy operations. The company will also use a campaign management system to generate relevant postal, e-mail or text-message campaigns.
Andrew Kemp, Co-op Group head of group marketing programmes and operations, said the aim was to drive more business with each member and to expand its membership.
The project was made possible when the group gained a single view of its members last September, after integrating information from legacy applications across its businesses onto an Oracle-based hub.
"Like any major implementation there were difficulties, but there were no big issues. We needed to bring together our separate businesses to work with a central membership team, and that was a new challenge. To enable this, first you need to agree and transfer the business processes," Kemp said.
The Co-op's data hub runs on IBM xSeries servers, Oracle E-Business Suite 11i and Oracle Database 10g. The campaign management datawarehouse will be based on Oracle Datawarehouse 10g Release 2.
Ahead of the datawarehouse go-live, the Co-op is integrating membership data from 1,600 food stores, 350 travel outlets, 400 pharmacists, 90 banks and its Smile online bank.
"The datawarehouse will help us understand more about members and how they do business with us, their charitable view and how they participate, so that we can communicate with them in a more meaningful way," said Kemp.
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