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Consum Cuts Campaign Costs by 60% with Ada Global’s Active Content

Case Study

Consum Cuts Campaign Costs by 60% with Ada Global’s Active Content

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Objective

Internalize campaign execution and scale personalized communications efficiently across channels and languages.

Solution

Automate and scale Consum’s monthly communications with a centralized, no-code solution—powering real-time personalization across cashback emails, targeted offers, and localized newsletters.

Challenge

To personalize the key commerce touchpoints of product recommendations, search, category pages, and content.

Geography

Spain, Europe

Product Used
Active Content

The Results

0 %
marketing service provider cost savings for the loyalty team
0 %
reduction in time to prepare a campaign
0 %
reduced in turnaround time in additional communications

The Client

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.

The Solutions

1 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.

2 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.

3 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.

Table Of Contents
The Results
The Client
The Challenge
The Solution

“With Ada Global’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 Hernando
Jefe de área Digital de Fidelización, Departamento Socio-cliente y Marketing, Consum

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John Keells Revs -Up Supplier Collaboration & Efficiency

Case Study

A Leading American Technology Company Improves Its Pricing & Promotion Strategy

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Segment

Supermarket

Objective

Streamline and automate supplier processes and, build data-sharing and collaboration framework

Product Used

Supplier Collaboration Platform

Outcomes


0 %
faster supplier onboarding
0 %
faster supplier onboarding
0 %
of invoice processing automated
0 %
reduction in rebate management


The Company

Keells, a subsidiary of John Keells Holdings, is a leading supermarket chain in Sri Lanka renowned for its commitment to offering fresh, high-quality products and exceptional value to its customers. With over 123 outlets and a robust online delivery service, Keells serves a vast clientele daily, relying on a network of more than 700 suppliers to meet consumer demand.

The Challenge

Despite its success, Keells faced several challenges in supplier management, hindering its growth potential.

  • Manual and error-prone supplier onboarding and product information management, leading to delays.
  • Frustration among large suppliers due to the management of a high volume of purchase order modifications.
  • Inefficient resolution of invoice and delivery disputes, resulting in delayed payments and strained supplier relationships.
  • Rebate calculations was a time consuming affair often requiring extensive data manipulation
  • Lack of data visibility for Keells and its suppliers, hampering timely insights on sales, inventory, and category performance.

The Solution

1 The ROI of Algorithmic Merchandising

As a result of the above, the client achieved significant improvement in its profit margins and was able to optimize its pricing and promotions processes. Revenue leakage was plugged by $5 million with zero instances of accidental double IRs. The client reduced their lead time for instant rebate implementation from 7 days to 4 hours. The client also reduced the planning efforts of category managers, allowing them to focus equally on all categories. The added capability of scenario simulation helped the client bring agility into planning and avoid the disconnect between supply chain and promotions.

2 Ada Global’s Solution Fosters True Supplier Collaboration

Keells adopted Ada Global’s Supplier Collaboration Platform, a comprehensive web-based solution designed to enhance collaboration between suppliers and retailers. This platform automated and streamlined supplier processes, facilitating seamless data and insights sharing.

Under the Keells Advance Network Exchange (KANE) initiative, the platform facilitated various critical functions, including:

Rapid Supplier Onboarding
  • Keells streamlined supplier onboarding via the KANE system, digitizing documentation and employing guided approval workflows.
  • This reduced paperwork, accelerated onboarding, minimized errors, and ensured transparent status tracking.
  • Resulted in a remarkable 92% reduction in supplier onboarding time, facilitating quicker access to a broader pool of suppliers.

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Digital Catalog Management
  • KANE revolutionized product information management, providing a centralized platform for catalog management.
  • Category teams could effortlessly modify product attributes, pricing, and delist products, reducing redundant efforts.
  • Witnessed an 85% reduction in new product onboarding time, enabling swift adaptation to market demands and introducing new products.

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EDI-Integration with Suppliers
  • Embraced electronic data interchange (EDI) to seamlessly integrate purchase orders (POs) and goods received notes (GRNs) with large manufacturers.
  • Reduced manual effort, enhanced operational efficiency, and improved supply chain responsiveness.
  • Mitigated the risk of errors and delays associated with manual data entry.

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Automated Invoice Reconciliation
  • KANE introduced a sophisticated 3-way invoice matching feature, automating reconciliation for purchase orders, invoices, and goods receipts.
  • Expedited dispute resolution, minimized erroneous payments, and allowed finance teams to focus on value-added activities.
  • Saved time and enhanced overall productivity by automating 81% of invoices.

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Collaborative Rebate Management
  • Automated calculation and management of rebates across the vendor network.
  • Eliminated manual calculations, saved time analyzing individual supplier reports, and reduced administrative burden by 30%.
  • Ensured accuracy and consistency in rebate calculations, fostering stronger supplier relationships.

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Demand and Insights Sharing
  • Leveraged KANE’s analytical capabilities to enhance collaboration with suppliers by sharing real-time insights into sales, inventory, and category performance.
  • Empowered suppliers to make informed decisions and optimize operations.
  • Strengthened partnerships, facilitated joint initiatives, and drove mutual business growth.

Learn More

 

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Outcomes
The Company
The Challenge
The Solution

What Keells users have to say

“Back in the day, our vendor onboarding was all hands-on and error- prone. But with the new KANE system in play, we’ve amped up our onboarding speed by a whopping 92%, kicked errors to the curb, and witnessed a game-changing boost in efficiency and clarity. It’s like a breath of fresh air for our organization-total game-changer.”

Tharindu Dias
Category Manager
Keells Super, Sri Lanka

“The transition to the KANE system has revolutionized our invoice processing. With a streamlined 3-way matching process, our workflow is now more efficient and error-free. The KANE system’s seamless integration has significantly reduced manual efforts, allowing us to process payments faster and with greater accuracy. It has truly transformed our invoicing experience, making it smoother and more effective for both our team and suppliers.”

Damith De Silva
Assistant Manager, Finance
Keells Sri Lanka

“Since implementing the KANE portal, our supplier collaboration has significantly improved. Data accessibility for our suppliers has increased, providing them with valuable insights they previously didn’t have access to. This has streamlined the process of sharing forecasts and receiving supplier confirmations, resulting in significant time savings and enhancing our relationships with suppliers. KANE has proven to be an invaluable tool in our ongoing efforts to optimize supply chain management efficiency.”

Lakna Gunasekera
Manager, Supply Chain Management
Keells Sri Lanka

“Before, our team spent valuable time manually downloading purchase orders and goods received notes from Keells’ system, then tediously uploading them onto ERP. Now, thanks to seamless EDI integration, the process is automated. As soon as the retailer’s category manager generates a PO & GRN, it’s effortlessly and instantly reflected in our ERP, significantly reducing manual effort and streamlining operations.”

Chamika Herath
Customer Service
Unilever, Sri Lanka

“Getting HOD approval for vendor registration used to be a manual marathon. Now, it’s a breeze-we update the system post-approval, and the category manager is automatically in the loop. This streamlined process has supercharged our workflow, ensuring 100% accuracy in master data management. It’s not just simplified; it’s a significant boost for our operations.”

Shanuka Dilshan
Master Data Manager
Keells Super, Sri Lanka

“Our rebate management process has been transformed with the introduction of the KANE portal. We now receive data directly from category managers, collaborate on updates, and generate reports effortlessly. By automating calculations and streamlining workflows, we’ve increased accuracy and efficiency, allowing us to focus on strategic initiatives.”

Shajila Weerasekara
Assistant Manager, Category Management

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UK’s FastGrowing Supermarket Drives 46% Revenue Lift

Case Study

UK’s FastGrowing Supermarket Drives 46% Revenue Lift

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Segment

Supermarket chain/Discount retailer

Objective

Surface more of the client catalog to shoppers without compromising relevance, boost digital engagement and repeat visits, and reduce manual merchandising effort

Product
Discover™
Engage™
Recommend
Deep recs

The Results

  • Using personalized content targeted to shoppers interested in specific categories, such as Fishing and Pets, resulted in up to 6X higher click-through rates for these categories.
  • Ada Global DeepRecs NLP resulted in 2X higher engagement and 25X higher RPMI (revenue per 1000 impressions) for the special weekly event.
  • The client witnessed a 10% higher average order value and a 46% lift in revenue per visitor.
0 %
higher Revenue Per Visitor (RPV)
0 X
RPMI from DeepRecs NLP for new launches
0 %
Attributable Revenue
0 %
higher Average Order Value (AOV)

The Client

A UK-based supermarket chain launched its online store and wanted to improve customer experience and increase sales through website personalization. The online shop ran two weekly events where products would sell out quickly. Therefore, there was a need to monitor inventory levels, recommend substitutes for out-of-stock items, and alert shoppers when a product was back in stock.

The Challenge

The client needed a strategic partner to guide their personalization plans and provide the technology that meets the client’s unique business model. An essential requirement was strategic advisory services to help the business teams better understand personalization’s role across the customer journey, identify specific opportunities, and roll out the plan systematically.

The Solutions

  • Ada Global Engage™ allowed the team to experiment with content to guide visitors to the most relevant categories and campaigns based on their behavioral affinities and customer trends.
  • Ada Global DeepRecs Natural Language Processing (NLP) generated recommendations markedly differently from the traditional collaborative filtering recommendation techniques that rely on historical events.
  • Ada Global Discover™ helped to achieve their vision of delivering a cohesive experience to shoppers no matter how they interact with the site.
Table Of Contents
The Results
The Client
The Challenge
The Solutions

“Ada Global’s ability to personalize for unknown shoppers is key. We’re now successfully able to engage shoppers with deeper journeys, leading to a 10% higher average order value and a 46% lift in revenue per visitor. We’re also witnessing organic repeat visits, which is invaluable.”

Managing Director

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Middle Eastern Grocery Retailer Projects $60M Inventory Savings

Case Study

Middle Eastern Grocery Retailer Projects $60M Inventory Savings

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Segment

Grocery

Challenge

Achieve inventory reduction by 20% while maintaining availability above 90%

Product Used
Order Right

The Results

0 $
Reduction in inventory cost across 3 departments for the flagship store
0 M
$ Projected savings in inventory costs across 300+ stores
0 %
Reduction in and out stock instances with 90% shelf availability

The Client

Client is a major retailer based out of the Middle East. They are the pioneers in food wholesaling, grocery stores and malls. The company operates 300+ stores across multiple formats such as supermarkets and hypermarkets, convenience stores and wholesale outlets.

The client was looking for an enhanced demand forecasting and replenishment framework that could help them gauge accurate daily and monthly inventory requirements across stores. They set themselves a target of reducing inventory cost by 20% while not jeopardizing availability.

The client, already an existing user of traditional demand planning tools, strongly felt the need of a new replenishment framework that captures dynamic demand forces induced due to shifting consumer behavior and channel complexities while also cognizant of the as-is state and parameters of the supply chain. The client hoped that such a framework would help them cut down inventory cost without compromising on availability.

The Challenge

Achieve inventory reduction by 20% while maintaining availability above 90%

The Solution

1 Hyperlocal Replenishment with Order Right

ADA Global’s demand forecasting and replenishment solution, part of its larger merchandise AI suite of solutions for retail, was the perfect match for the client’s requirement. It uses unique and retail-native handcrafted algorithms to achieve a near-perfect match between demand and supply. Its plug and play ability allows retailers to quickly realize return on investment without having to spend organizational resources in setting up or compromising on key business metrics.

As a part of its larger engagement the client wanted to focus on optimizing inventory cost across 3 departments for its marquee store located in the heart of the city. These 3 departments were – grocery salt, confectionery, and personal care. The combined count of categories under these departments was 200+. The choice of the departments was based on the fact that these departments had witnessed the most increase in inventory cost over the past year.

ADA Global’s demand forecasting and replenishment solution (Order Right) was configured and ready to use within two weeks of data integration.

With the help of Order Right, the client was able to automate and optimize replenishment schedules for 200+ categories across the 3 departments on a single platform without having to use multiple tools, systems and back of the hand calculations. As a result, the client was able to reduce inventory levels by 21% and also witnessed a 9% reduction in out of stock instances.

Order Right’s retail-native demand forecasting technique uses an ensemble of algorithms (2000+ unique algorithms including machine learning and deep learning algorithms) to predict demand for products.

These algorithms account for not just internal factors such as historical sales, promotions and inventory levels but also exogenous factors such as weather, festivals and events that affect demand. The outcome therefore is a more dynamically linked demand forecasting than traditional demand planning tools.

This predicted demand for products in conjunction with supply chain parameters such as lead time, minimum order quantity, fulfillment rate, etc. and category factors such as expiration date and shelf life are then fed into a a unique replenishment optimization engine to generate optimized replenishment schedules.

Table Of Contents
The Results
The Client
The Challenge
The Solution

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Consum delivers Omnichannel Personalized Shopper Experiences

Case Study

Consum delivers Omnichannel Personalized Shopper Experiences

The largest cooperative in the Spanish Mediterranean with 790 stores and over 3.5 million customers were able to deliver delightful customer experiences resulting in –
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The Results

0 %
increase in average basket value
0 %
improvement in visit frequency

The Client

The client is one of the largest electronics retailers in the world, offering thousands of products across multiple categories such as personal computing, imaging/printing, and computer accessories through its network of exclusive and retail partner stores.

The eCommerce division of the firm was facing multiple challenges with respect to its promotions and pricing strategy.

The largest cooperative in the Spanish Mediterranean with 790 stores and over 3.5 million customers were able to deliver delightful customer experiences.

The Solution

1 Unify Your Customer Data to Drive Personalized Multichannel Marketing and Customer Engagement

Real-time Customer Profiles

Delivering seamless offline and online engagement is difficult, but with ADA Global’s single unified recommendation engine, you can engage customers with automated personalized recommendations, offers based on 150+ out-of-the-box strategies, seamlessly across offline and online touchpoints throughout the customer journey.

  • Drive 30% higher conversions

Real-time Customer Profiles

Grocers are aiming to reduce average time taken to build the cart and check out under 8 minutes and make shopping experience frictionless.

Build carts faster, simplify buying with pre-built carts based on pastpurchases, brand affinities, customer preferences.

Encourage upsells by enabling one click ‘Buy the recipe’ with personalized suggestions in real-time based on customer behaviour, preferences, and purchase history.

  • Increase basket size by 20%
  • Reduce time to check out by 40%

Real-time Customer Profiles

Personalizing for new visitors is a challenge since there is no past purchase history.

Personalize for first time visitors and inspire them to purchase by understanding intent and context like trending products, top sellers of the day/week, products with higher ratings, popular products based on geo location.

Boost or recommend new or long tail products that they may not be aware of from your catalogue using NLP.

Identify your best customers based on RFM models. Also, get insights into churn trends, retention forecasts.

Curate personalized combo offers based on extensive market basket analysis, purchase patterns and behaviour. Increase repeat visitors and repeat purchases by 2x.

Omnichannel Marketing Campaigns

Assist visitors discover products faster and increase conversions by 30% by individualizing search results based on attributes like size pack, price band, product type, ingredients.

Predictive Customer Analytics

Localize assortments based on sales forecast, seasonal trends, purchase patterns and weather.

Analyze attributes like shelf duration, weight and date to optimize fresh produce inventory and sales.

Personalized Customer Engagement

Strike a balance between manual and automated merchandising. Assist Merchandisers with faster replenishment using real-time auto-optimization and custom strategies created manually.

Predict out of stock and prevent lost sales by atleast 5-10%

Table Of Contents
The Results
The Client
The Solution

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