Enata Bread / Gorąco Polecam

Stage 1: Customer Data Discovery (transactional assessment)  

The first phase focused on collecting, auditing, and analyzing data across Enata's retail network. This included customer, product, and transactional data available from 86 retail locations. To establish a clear understanding of customer behaviour and business performance, the team analyzed more than 6 million transactions, identifying key purchasing trends, basket behaviours, and growth opportunities. Despite the lack of a centralized customer database, the analysis enabled the creation of six distinct customer segments using RFM and behavioural analytics, laying the groundwork for a data-driven loyalty program strategy.

Through a series of workshops with ENATA BREAD's management team and business stakeholders, we identified key business objectives, existing limitations, and opportunities for loyalty-driven growth. The ENATA team played an active role in shaping the future program, contributing valuable customer insights, market knowledge, and operational expertise that informed the loyalty strategy design.

Key activities:

• Customer data analysis.

• Transactional data analysis.

• Product and basket analysis.

• Data quality assessment.

• Business workshops.

Stage 2: Customer Segmentation & Behaviour Analysis

Using RFM methodology (Recency, Frequency, Monetary) combined with behavioural analysis, we created a detailed view of Enata's customer base.

The objective was to identify:

• Loyal customers.

• Occasional buyers.

• Customers at risk of churn.

• High-value customer segments.

• Customer activation opportunities.

As a result, six customer segments were identified, providing a clear understanding of purchasing behaviours, customer motivations, and opportunities for activation, retention, and long-term growth.

Stage 3: Location Performance & Growth Potential Assessment

To better understand business performance across the bakery network, we conducted an in-depth location analysis.

The study included:

• Purchase frequency by location.

• Average basket values.

• Product preferences.

• Customer retention indicators.

• Cross-location shopping patterns.

The findings identified stores with the highest growth potential and revealed opportunities for localized customer engagement strategies.

Stage 4: Loyalty Strategy Design

Based on analytical insights, we developed a comprehensive loyalty and communication strategy tailored specifically to Enata's business model.

The strategy was developed in close collaboration with the ENATA BREAD team. By combining analytical insights, Loyalty Point recommendations, and the client's business expertise, we jointly defined the program mechanics, customer engagement framework, and loyalty journey architecture.

The strategy included:

Loyalty Mechanics

• Personalized rewards – Favorite bread, sandwiches, snacks.

• Digital loyalty journeys – Weekly Mission: Make a purchase for 5 days and unlock a reward for your favorite product.

• Retention and activation campaigns.

• Segment-based incentives.

• Customer lifecycle engagement.

Communication Strategy

• Automated customer journeys.

• Personalised promotions.

• Mobile-first communication.

• Targeted customer engagement campaigns.

At this stage, the work encompassed both functional and visual aspects to ensure that all elements of the program were intuitive for users and consistent with the brand’s identity. ENATA BREAD’s in-house marketing and communications teams played a key role here, helping to shape the final design of the graphic materials used in the mobile app and promotional activities.

Stage 5: Loyalty tech stack inmplementation (LDE Integration)

Following the strategic phase, our team prepared the organization for technical implementation by conducting a pre-implementation analysis of Loyalty Driven Engagement (LDE) platform integration requirements.

This phase included:

• System architecture review.

• Integration mapping.

• Data flow design.

• Loyalty ecosystem configuration recommendations.

• Mobile application development planning.

During the implementation planning phase, the technical execution of the jointly designed loyalty mechanics and communication scenarios was further refined to ensure alignment with both strategic objectives and ENATA BREAD's business expectations.

The result was a clear implementation roadmap ensuring the future loyalty program would be scalable, measurable, and fully integrated with Enata's operational ecosystem.