ALDI SÜD recognized the importance of personalized communication early on and is actively working to give users a relevant customer experience that fits their individual preferences and needs. The goal is to support users in a targeted, individual way as they prepare for and complete their shopping across different touchpoints. Plenty of data, broad audience knowledge and a variety of personalization approaches are already available across all digital channels.
The challenge:
The digital channels run individual personalization activities. These should be scaled and coordinated into an overarching strategy for multichannel personalization. Each channel had its own goals, specific challenges and different levels of maturity in personalization. It was a strong foundation, and the next step was to turn it into a concrete plan with system and structure.
Project goal:
For every digital channel, ALDI SÜD wanted a clear strategy with relevant use cases and concrete measures for personalization, as the basis for an efficient, targeted development of personalization. The first focus was on bringing clarity and structure to the individual channels, in order to build on that and develop a personalized and consistent cross-channel strategy.
