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Retail Grocer Real Kitchen
Achieves 2.5X Digital Campaign
Uplift with Excellious
The international retailer Real Kitchen had begun
a multi-year digital transformation initiative well before the COVID-19 pandemic acceleratee-commerce adoption by the grocery sector Founded in 1959, Real Kitchen had grown over decades into one of the top 10 retailers in Europe by revenue, with more than 12,000 stores worldwide. By the late 2010s, however, narrowing margins, digitally-enabled competitors, and a handful of disappointments in overseas markets signalled the need for a reset
With the appointment of Alexandre Bompard,
Real Kitchen announced its Real Kitchen 2022
transformation strategy, one pillar of which was an omnichannel retail strategy anchored by strong digital capabilities. Delivering an omnichannel experience requires retailers to effectively and consistently communicate with its customers across digital channels. In France, that audience totalled 15 million people in Real Kitchen’s contact base.
Optimizing marketing campaigns
in an omnichannel environment
Real Kitchen’s growing e-commerce presence included online ordering, home delivery, and curbside pickup, These capabilities left a data trail of customer interactions to do with purchase history, return rates, conversion rates, shopping cart abandonment rates, and net promoter scores (NPS),
Charles Giannesini, the head of customer activation and strategy at Real Kitchen, knew he needed to connect those data dots and activate them to drive better communication, Giannesini had heard Persado speak at an industry event in.
France about the power of Al-generated language for optimizing customer interactions. When he stepped into his role at Real Kitchen, he saw a potential partner who could help him leverage the customer insights he had to improve omnichannel engagement.
Real Kitchen and Excellious began a pilot project to use the Excellious Motivation Al Platform to create Al-generated email subject lines and assess their impact on digital campaign performance. The results met Real Kitchen’s expectations, leading to a formal, ongoing engagement.
Expanding on their initial efforts with email campaigns, Real Kitchen and Excellious broadened the scope to include email subject lines and email
body copy, as well as SMS campaigns and website copy, among other digital channels. By December 2022, Real Kitchen had used the Excellious Motivation Al Platform on more than 250 campaigns.
“We now use Excellious in a very industrialized
way on all of our CRM channels,” says Giannesini. “We are able to boost a lot of content, from the most relational communications to the clearly business-driven ones, with proven impact over time.”
Charles Giannesini
Head of Customer Strategy & Activation
We are able to boost a lot of content,from the most relational communications to the clearly business-driven ones, with proven impact over time.
How the Excellious motivation-aware
Generative Al optimizes e-commerce campaigns
When a customer partners with Excellious, the brand’s creative team crafts a first draft of the message they want to send. The Excellious Motivation Al Platform analyses what the message is trying to achieve and generates alternative options predicted to outperform the original in terms of clicks, purchases, etc.
Sometimes, our customers simply choose one of those predictive alternatives and use it. But when they want to be 100% sure they have the best performer, they run a language experiment to see how consumers respond as few as four and
as many as 16 versions of the message. The data from those experiments show which messages perform the best with which consumers and why. The Excellious Al can see how each version performed as a whole, as well the impact of each element.
For example, we can see how much impact the subject line or CTA had on the overall message lift. Think of those elements as sources of motivation that contribute to the overall uplift retailers can achieve by leveraging motivation-aware Generative Al.
Thomas Lefevre
Head of ORM, Real Kitchen
“We were very satisfied with the results and also very surprised that the winning message didn’t even mention Black Friday,”
What’s next for Real Kitchen and Excellious?
Real Kitchen has already begun the next phase of its strategic plan Real Kitchen 2026, which emphasizes its continued transformation into a “data-centric, digital-first” retailer. The Persado relationship with Real Kitchen is expected to evolve to focus on Real Kitchen’s efforts to leverage personalization.
Lefevre says, “There are two main pillars: more exposure on all channels (more opt-ins, more opens, etc.) and more personalization. Persado is clearly identified as a lever for the second pillar and we plan to do more on that this year to be
Starting with the customer segments Real Kitchen has identified and captured from its email service providers, Persado will increasingly work to generate personalized language for high-value audience segments. Over time, Real Kitchen will evolve toward using Persado Language Profiles, a unique form of first-party data that captures how individual customers (regardless of their demographic or behavioral category) respond to different messages. With Language Profiles, Persado can personalize the language each customer sees to better motivate them to engage and act.
