In a sector where margins run 1-3%, the difference between a profitable year and a losing one is often a single lever: knowing which customer to reach, with which offer, at which moment. DNA Solutions modernizes the legacy data systems that sit between your customer transactions and your marketing decisions.
In tech, true autonomy strengthens bonds. By transferring knowledge and best practices, we enable independence while forging long-term partnerships, earning the trust of Europe's premier organizations.
Retail personalization projects fail at the infrastructure layer, not the strategy layer. The roadblock is always the same: transaction data locked in legacy systems, CRM data siloed from purchasing behavior, and no reliable pipeline connecting them in real time.
The right sequence: connect the data sources, structure what comes out, then build the segmentation engine on a foundation that holds.
We build the integration layer that connects POS, CRM, and loyalty sources, mapping product codes to exploitable categories and reconciling customer identifiers across systems.
Behavioral engines that detect transitions in real time: dropping visit frequency, premium basket shifts, new life stage signals. Event-driven architecture for near-real-time processing.
Match the right offer to the right segment through the right channel. Route the correct offers to each customer rather than blasting everyone.
Live view of segment movements, VIP risk alerts, basket evolution by zone, and campaign performance by behavioral cohort.
Personalization infrastructure is a significant investment. Here are the real questions we get.
They fail at the data layer. Transaction data isn't structured for segmentation, CRM doesn't connect to purchasing behavior. We start with infrastructure first, personalization second.
We build integration layers — APIs, connectors, ETL pipelines — that sit between your existing systems and new capabilities. POS, CRM, and loyalty don't need replacing. They need connecting.
4-8 months to reach a functional segmentation engine with live dashboard. Quick wins within 3 months.
Every engagement is designed for handover: documented architecture, training, runbooks, and a stabilization period.