Havas EHS signs big data loyalty deal

tesco-clubcard-001Havas EHS has signed a major big data agreement which will offer its clients the ability to proactively listen to what customers are saying across social media and other digital channels and engage with them in real-time.
The agency has selected Provenir, which specialises in big data cloud-based solutions, following a successful pilot. During the test phase one client’s traditional card-based loyalty programme was converted into one that is digital, mobile, social and connected in real-time.
Although Havas EHS’ most established loyalty client is Tesco Clubcard – having handled it since launch in 1993 – the agency also runs loyalty schemes for the likes of Pets At Home, Waterstones, Stone Pub Company and Odeon cinemas.
The new solution delivers orchestrated loyalty conversations across live POS interactions, the mobile app, the website and social comments on Twitter.
The brand used in the trial is now listening to the entire Twitter pipe for comments from its loyalty programme members, and when detected, immediately and automatically awards additional loyalty points. Additionally, members can earn points and redeem them in real-time while benefitting from real-time location-based offers and messages.
Havas EHS chief executive Tash Whitmey said: “After seeing incredible results from Provenir in multiple pilot projects, we have selected the Provenir Platform to underpin the FULCRM, our real-time engagement offerings.
“Provenir is a key partner that we see as being able to enable data inspired ideas on which FULCRM is built. It uses contextual data in real-time to build far deeper pictures of each customer and allows us to deliver immediate, intimate actions that are genuinely engaging.”

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