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Segment
Supermarket
Objective
Internalize campaign execution and scale personalized communications efficiently across channels and languages.
Product
Active Content
Outcomes
marketing service provider cost savings for the loyalty team
reduction in time to prepare a campaign
reduced turnaround time in additional communications
About Consum
Consum is Spain’s cooperative with the largest number of members and a leading regional supermarket chain, headquartered in Silla, Valencia. Founded in 1975, Consum has grown into a trusted brand for over 5 million customers, operating a network of 1,000+ supermarkets across six autonomous communities (Comunidad Valenciana, Cataluña, Murcia, Castilla-La Mancha, Andalucía y Aragón). Consum operates a robust benefits program called Mundo Consum, which offers exclusive benefits to its member-customers, including a monthly cashback check and personalized product offers.
The Challenge
Consum aimed to streamline how it delivered personalized campaigns across channels, languages, and customer segments.
Internalize Campaign Execution
Reduce dependency on external vendors by fully in-house managing key communications, such as monthly cashback checks and personalized offers, for better speed and control.
Simplify Scalable Personalization
Deliver hyper-personalized, multi-language content at scale without adding IT complexity, even as offers and segmentation varied month to month.
Solution
Consum adopted Algonomy’s Active Content to centralize campaign personalization, streamline execution, and bring agility to their monthly communications.
- Monthly Gift Check Emails
Sent mid-month, these emails automatically displayed the customer’s individual cashback amount as soon as it was available in the app, driving immediate engagement and traffic. - Personalized Discount Campaigns
At the start of each month, customers received product-specific offers based on supplier-defined segments. Active Content ensured the right message reached the right customer without manual intervention. - Localized & Personalized Newsletters
Each customer received a rich, tailored email featuring “My Favorites,” “Cheque Crece,” regional promotions, and a store-specific brochure—all assembled from over 15 localized assets in real time.
“With Algonomy’s Active Content, we were able to take full control of our campaign execution. It’s given us the speed, flexibility, and personalization scale we needed to elevate how we connect with millions of members every month.”
Santiago Mozas HernandoJefe de área Digital de Fidelización
Departamento Socio-cliente y Marketing, Consum
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