From Batch to Real-Time: Rebuilding METRO's Customer Experience across 20 Markets

How do you create one customer experience across 20 markets without losing local relevance? As customer expectations shifted towards personalised, real-time experiences, legacy systems and fragmented data became increasingly difficult to manage.

Oksana Kulikova, Global Head of Marketing Technology at METRO AG, shares how METRO transformed fragmented customer engagement processes into a scalable and harmonized marketing ecosystem. The result: more than 60 automated campaign processes, balancing global scale with local needs.

From replacing a 14-year-old legacy setup and harmonising customer data to enabling omnichannel journey orchestration, success depended on more than technology alone. Attendees will gain practical lessons on scaling customer experiences, accelerating execution and bringing international teams along the journey.