With TIBCO, dm-drogerie Provides Instant
Shopping Rewards for Mobile Customers
Reduced coupon redemption time from 24 hours
to 30 seconds
“We envisioned a much
better shopping experience
for our customers.”
—Andreas Gessner, Head of
Application Infrastructure
Customers, and therefore customer loyalty programs, are becoming increasingly
mobile. In 2010, dm-drogerie saw the mobile wave coming and envisioned a realtime e-coupon loyalty program, a complement to paper and online coupons. The
vision was for customers to activate coupons via the third-party Payback website
or its popular mobile app while they were shopping and immediately redeem
them at checkout. The convenience and higher level service would help turn dm
customers into fans.
CHALLENGE
FAST FACTS
Coupon redemption time
reduced: from 24 hours to
30 seconds
Customers using the new
system: Millions
System capacity: 4 million
coupon requests/week
Proof of concept (POC)
implementation: 1 week
POC system deployment: 2 days
With the old capabilities, paper coupons were sent to customers who had to
remember to bring them to the store. Data on activated coupons was collected
and updated on the point-of-sale system (POS) as an extract, transform, and load
(ETL) batch process overnight, a procedure that was much too slow for the new
services the drugstore now wanted to provide.
“We envisioned a much better shopping experience for our customers,” explains
Andreas Gessner, head of application infrastructure. “But we needed to change
infrastructure to move from batch processing to real time. We needed a solution
that could handle more than 4 million coupon redemption requests per week. We
also wanted a unified, tightly integrated system, not a collection of individual
products. TIBCO was also interesting to us because we could use our existing
infrastructure for processing high volumes of coupon transactions.”
The company expected that proof of concept would take up to four weeks, but
TIBCO completed its design and implementation within one week and deployment
in less than two days. Very soon dm-drogerie markt knew its loyalty program
would be based on TIBCO technology.
SUCCESS STORY | 2
SOLUTION
DETAIL
MILLIONS
dm-drogerie customers who
have used their Payback card
DM-DROGERIE MARKT
dm-drogerie markt is Germany’s
largest drugstore chain with
1,250 stores, plus 2,500 affiliates
and presence in 11 countries
throughout Europe.
The TIBCO BusinessWorks™ model-driven design environment was used to build
the process flow between the central e-coupon system and all partner systems.
Integrating partner systems was easily accomplished using web service interfaces.
To correlate customer membership with e-coupon use, ERP customer data was
also integrated with the e-coupon system via TIBCO adapter technology. TIBCO
messaging technology was used to make real-time updates to the e-coupon
system based on activated coupons received from loyalty partners.
Every e-coupon transaction is pushed to the data warehouse using
TIBCO technology.
BENEFITS
FAST ROLLOUT OF BUSINESS-BUILDING CAPABILITIES
The entire project for all German stores was completed in six months’ time. In the
first four weeks of deployment, 1.58 million coupon requests were processed.
NEW ABILITY TO DELIGHT CUSTOMERS
Instead of waiting 24 hours for coupon redemption, customers can now redeem
e-coupons at the POS system in less than 30 seconds. And when a customer uses
their Payback membership at a DM store, the POS queries the central e-coupon
system for any active coupon. If one is found and activated, the coupon is
automatically redeemed, instantly saving the customer money, which is the kind
of service that is turning dm-drogerie customers into fans.
COST-EFFICIENT INNOVATION
In addition, with a better integration strategy, dm-drogerie has made a major shift
in its approach to application development. Where data integration had been the
main focus, the company is now able to create more services for customers using
services integration, which saves time and reduces costs.
FUTURE
Real-time e-coupon redemption is now being rolled out to dm-drogerie stores
in other countries in a much shorter timeframe than would have been possible
without the TIBCO integration approach. The company is looking forward to the
time when all of its 2,400 affiliates will provide the same unique and convenient
shopping experience to customers across Europe.
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01/07/15