How UK-based Morrisons used APIs to build its customer loyalty program

Morrison's used Apigee to builds its new Match & More scheme

shopping_trolley.jpg

dreamstime

dreamstime_0
shopping_trolley.jpg dreamstime dreamstime_0

Morrisons' Match & More scheme, launched late last year, lets customers collect points, which can be exchanged for vouchers in store as well as price match Aldi, Lidl, Sainsbury's and Asda - all from their mobile phone.

The Match &More platform pools customer data from various sources to create a fully personalised, useful tool for customers who want to see offers based on their location, as well as compare prices with other grocers.

It does this using an Application Programming Interface (API) platform from Apigee, which provides a secure operability layer between disparate systems.

Data is sourced from Morrisons' tills, its on-premise Oracle estate (which stores the grocer's item and promotion data), the Ocado platform that stores customer information and core merchandising data, and Salesforce.com for its customer relationship data.

The Apigee tool, which runs on AWS, sits in front of these data sources and provides a single API. The site and the smartphone app can call this API to gather all this information - providing a seamless customer experience - securely, Tom Foster, Morrisons' head of platform strategy and architecture told ComputerworldUK.

The app also calls third-party price match data from competitors so the Match & More loyalty scheme can compare groceries customers are looking at or have already bought from Morrisons' competitors.

The scheme, launched in October, already has 120 million API requests a month, Foster said.

While rivals Sainsbury's and Tesco offer loyalty cards Nectar and Clubcard, Match & More is offering a truly personalised shopping experience, Morrisons claims. Using location data, it offers customers promotions relevant to their local shop and usual shopping basket based on their previous shopping profile stored in Ocado.

Enterprises are increasingly opening up APIs to external partners in a bid to foster creative applications that come from developers outside of the business.

Tesco recently launched its API wiki - a public portal, which explains how entrepreneurs can use its 19 APIs to use the retailer's data for useful applications.

Morrisons' API is currently private, but Foster said it was a route they are hoping to go down in the future, although no schedule has been set yet.

Geo-fencing

Foster said the retailer is also "looking at" geo-fencing as a way to use customer location to send personalised notifications while they shop, but would need to assess the feasibility of enabling wifi in every store and "trial carefully" to avoid being overly intrusive.

"There would be certain questions that would have to be asked," he added.

Assisting inventory - a side effect of the loyalty scheme

While pooling Morrisons', Ocado's and third-party data is useful for personalising a customer's shopping experience online and through their phone, it also assists with supply chain and inventory, Foster said.

The retailer can see how a promotion is affecting inventory in real-time, so it can order more products if necessary.

More on customer loyalty programs:
How Supercheap Auto used big data to model customer loyalty
4 brands making customer loyalty programs work
Why Fitness First is dropping its customer loyalty program and turning to data

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

How challenger brands can win at biddable media

Challenger brands, especially in highly competitive markets, generally can’t match established players for media spend.

Chris Pittham

Managing director, Jaywing

The competitive advantage Australian retailers have over Amazon

With all of the hype around Amazon, many online retailers have been trying to understand how they can compete with the American retail giant.

Joel Milligan

Performance manager, Columbus Agency

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Insightful article from an AdTech perspective

Mehdi Partika

Predictions 2018: 5 ways the CMO role will change

Read more

Sounds like a bunch of convoluted business bullshit with no real substance or value. Business people deluding themselves into thinking th...

Bupa Customer

Best CX Companies List profiles: Bupa's Voice of the Customer project

Read more

This partnership seems to bring a lot of benefits.

Uk Driver

Deloitte announces new agency partnership to expand digital reality capabilities

Read more

It's all about the experience and it seems that understanding is finally full tilt!

Danny Mack

Building a robust digital customer experience

Read more

I am going to visit Australia))) nice place ... one of the most attractive

Carly Julia

Tourism Australia aims for youth travel market with dedicated news channel

Read more

Latest Podcast

More podcasts

Sign in