Findings from this Case

Coop’s personalization strategy overhaul shows the power of data, automation, and ownership in driving measurable results:

• Basket value ↑20% when members activate personalized offers

• 42M+ unique offers generated weekly, fully automated across channels

• 90% higher open rates, 56% higher CTRs, and 27% revenue uplift from personalized emails

• Transparency & control by owning the MarTech stack (no black-box reliance)

• Efficiency gains: digital teams freed to focus on testing and innovation

• Future-ready: infrastructure set to leverage real-time signals for next-gen personalization

Strategy

For more than a decade, Coop has relied on personalized offers as a central component of its membership program, and for good reason. This format has consistently proven to be one of the most effective tools for strengthening loyalty among its more than two million members. In recent years, adoption has accelerated with the Coop app, where members can both activate offers and shop directly in-store via mobile.

Members can select up to 10 tailored discounts each week, and the feature is widely used: more than 150,000 members activate at least one offer weekly. Data shows that when a member redeems a personalized offer, their average basket value increases by as much as 20%.

From the beginning, Coop’s strategy was clear: the selection of offers must be managed through a transparent tech stack fully controlled by Coop.

The algorithms behind this rely on a vast dataset, with in-store purchase history playing a key role. Line-item data from daily transactions forms the foundation for calculating members’ product affinities.

However, success brings new challenges. How can Coop ensure that data-driven offers are presented in a hyper-personalized way across the digital channels chosen by members?

In 2024, Coop set out to solve this challenge by unifying store, purchase, customer, offer, and channel data within a modern orchestration platform, making personalized offer marketing truly personal. This required a comprehensive digital transformation: upgrading Coop’s MarTech stack and adding Bloomreach as the central Customer Data Platform (CDP). With centralized access to critical business data, Coop could deliver robust omnichannel experiences powered by automation and insights. The strategy was to leverage increasingly granular data sources to enhance relevance, precision, and impact across Coop’s digital channels.

Solution

To unlock the potential of personalized offers, Coop built a fully automated customer journey with Bloomreach CDP at its core. The solution integrated six key data sources:

The first version of the new data-driven journey included:

• Affinity-based offer synchronization: Algorithms calculate the 35 most relevant offers per member. Over 42 million unique offer sets are generated weekly and updated in real time via API.

• Activation data synchronization: Used to determine the optimal send day and select the next best offer.

• Real-time channel engagement: Consent, email interactions, and self-scanning data influence both timing and channel choice.

• Fully automated distribution: Emails and push notifications are sorted by affinity and sent on the day best aligned with member behavior.

• Transparency, testing, and control: The entire process runs within Coop’s own tech stack, ensuring full oversight and precise optimization.

Implementation was driven by close collaboration between Coop’s internal teams and external partners, ensuring a smooth and effective rollout.

Results

The impact has been significant:

Through this project, Coop has demonstrated how to bridge the gap between legacy systems and modern platforms, while upskilling the organization to deliver complex, data-driven use cases.

With a strong data infrastructure and cutting-edge technology in place, Coop is well-positioned to make the membership experience even more relevant, today and in the future.

Conclusion

Coop’s journey illustrates how a clear strategy, strong data foundations, and the right technology can transform personalization at scale. By unifying six critical data sources, automating offer distribution, and ensuring full ownership of its MarTech stack, Coop moved from generic campaigns to truly individualized experiences.

The results speak for themselves: higher engagement, measurable revenue growth, and streamlined internal efficiency. More importantly, Coop has built a future-ready infrastructure that will continue to evolve with member needs and new real-time signals.

This case proves that personalization done right is not just a marketing tactic—it is a strategic growth driver that strengthens loyalty, delivers tangible business impact, and secures long-term competitive advantage.