Rituals: Transforming the Customer Experience with CloudLoyalty by Crystalloids

The Challenge

Rituals faced the challenge of effectively managing customer loyalty and enhancing their overall customer experience. They needed a solution that could streamline the customer journey, capture real-time customer data from multiple touchpoints, and integrate it into a centralized system. The goal was to leverage this data to personalize interactions, drive customer satisfaction, and foster long-term loyalty. Rituals sought a comprehensive customer loyalty program that could address these challenges and provide a seamless and engaging experience for their customers.

The Solution

The Customer Journey

Potential new customers can enroll in the customer loyalty program either in-store or online. By providing their information and confirming via email, they receive a unique customer token—a digital barcode that can be scanned using the Rituals app at every point of sale. This registration marks their official membership in the Rituals customer loyalty program.

With each purchase, customers utilize their token and receive a loyalty email containing a digital receipt and loyalty points. Rituals leverages this opportunity to engage with customers through personalized communication via online and mobile platforms. These interactions are tailored based on the customer's past behavior, delivering relevant recommendations and enhancing their shopping experience.

Centralizing all customer data in one place empowers Rituals' customer service to provide exceptional assistance to loyal members.

The Business Journey

Immediately after a customer signs up for the loyalty program, customer information is promptly processed and distributed to the Google Cloud, leveraging Google Cloud Datastore and Google BigQuery. This enables real-time access to the data, either for direct presentation in the frontend or for ad-hoc analysis.

Through various APIs, the collected information seamlessly integrates with different touchpoints, including store scanners, computers, tablets, phones, and Rituals' production server. This integration ensures constant access to up-to-date customer and product information.

By leveraging BigQuery, Rituals' internal engineers and data scientists can conduct comprehensive product and customer analysis, benefiting from features such as dashboards, predictions, data exploration search bars, and business intelligence tools like ClickQ and Tableau.

Within Rituals' Google Cloud infrastructure, customer identities with multiple accounts or loyalty cards are linked together. This consolidation enables accurate analytics even when customers register with different email addresses or utilize multiple customer loyalty cards.