Personalized Loyalty at Scale: Circle K's CDP with Databricks and Customer Lake

Summary

Circle K serves 9 million customers daily across 17,300 stores in 27 countries and built a customer data platform using Databricks Customer Lake as a single source of truth for customer attributes to enable one-to-one personalization at global scale.
Loyalty members already drive measurable behavior change — 5 percent more trip frequency and 121 additional gallons per customer — and Genie AI enables business stakeholders to create audience segments through natural language conversation without requiring SQL expertise.
Campaign agents prevent overlapping promotions across channels, and Circle K's full-circle personalization roadmap extends from fuel pump interactions through store checkout to EV charging, powered by identity resolution across acquired brands and anonymous users.

Personalized Loyalty at Scale: Circle K's CDP with Databricks and Customer Lake

Circle K serves 9 million customers daily across 17,300 stores in 27 countries, managing fuel, food, car washes, and EV charging. Delivering personalized experiences at global scale requires solving multiple challenges: anonymous customer identity resolution, data fragmentation across acquired brands, real-time volume and latency demands, and avoiding notification fatigue.
Learn how Circle K built its customer data platform to enable one-to-one personalization at scale. Discover how Databricks Customer Lake provides one source of truth for customer attributes, how Genie AI enables business stakeholders to create audiences through conversation, and how campaign agents prevent overlapping promotions across channels. See real results: loyalty members drive 5% more trip frequency and 121 additional gallons per customer. Explore the roadmap for full-circle personalization from fuel pumps to store checkout.
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Chapters

FAQs

How does Circle K use Databricks for customer personalization?

Circle K uses Databricks Customer Lake as a single source of truth for customer attributes, enabling one-to-one personalization across loyalty programs serving 9 million daily customers in 27 countries. The platform integrates customer data from 17,300 stores, multiple brands including Couche-Tard and GetGo, and multiple channels including fuel, food, car washes, and EV charging.

What business results has Circle K achieved from its loyalty program?

Circle K's loyalty members demonstrate measurable behavioral lift: they visit 5 percent more frequently and purchase 121 additional gallons of fuel per customer compared to non-members. This video presents these metrics as the foundation for Circle K's investment in deeper personalization capabilities through the Databricks Data and AI platform.

How does Genie AI help Circle K's marketing team?

Circle K uses Genie AI within the Databricks Data and AI platform to allow business stakeholders to create audience segments through natural language conversation, eliminating the need to write SQL or request help from data analysts. This enables marketing teams to build targeted campaigns independently, reducing bottlenecks in the personalization workflow.

What is Circle K's full-circle personalization vision?

Circle K's personalization roadmap aims to connect every customer touchpoint — from fuel pump interactions and in-store checkout to car washes and EV charging — into a unified, real-time personalization engine. Campaign agents currently prevent overlapping promotions across channels, and customer identity resolution across acquired brands and anonymous users forms the data foundation for this vision.

Full transcript

[00:08] Thanks for being here. Hope you all are having a great day and seen the keynote and all the excited announcements around the customer lake and all the new things the Databricks is bringing. I am very happy to be here and talk about the work that we have been doing with the Databricks team
[00:23] on how to scale our capabilities around reaching our customers through our loyalty programs and personalization efforts and how we are leveraging Databricks all the new features on the products and capabilities and literally supercharging our efforts
[00:40] end-to-end globally. So, let's proceed with the thing. Again, my name is Jay Malepati. I'm the global director of data science at Circle K.
[00:56] I primarily support the customer and marketing side of things globally both here in US, Canada and Europe. What that means is it includes everything around the loyalty programs, our marketing campaigns, how we understand our attribution across different channels,
[01:13] how we are able to send out the brand health services, everything around that. So, moving forward, what what exactly is Circle K and how this whole company and all right. Again, Circle K is a convenience store but
[01:30] broadly it's part of the conglomerate called Alimentation Couche-Tard and it's a very interesting story that what it exactly means. It's a French Canadian company and Couche-Tard means night owls while Alimentation means food. So, it's literally like food
[01:45] for night owls. That's how the whole thing comes up and within the conglomerate there are multiple brands and Circle K is the flagship brand that goes with it. Along with it, if anyone are you from Canada, the Couche-Tard is a big brand over there in Toronto and Laval and
[02:01] Quebec. That areas. Uh, we also have like a fully automated um, convenience stores in Denmark, which is goes on the brand of Ingo. We also have GetGo brand in Ohio, Pennsylvania. So, there are a bunch of brands. The company is primarily, let's call it mergers and
[02:17] acquisitions and M&A based company that rolls up with all these brands per se. So, how big is this network and scale? Uh, we are spread across 27 countries uh, comprising of close to 30 business markets, the way we look at it. And this
[02:34] includes more than 17,300 stores. Of course, this is a combination of company owned as well as franchise based models. But, close to 13,000 of these stores are like company owned and company fuel run uh, per se.
[02:49] As you can see, we have sold more than 15 billion fuel gallons in last fiscal year uh, across the globe. We serve more than 9 million customers on a daily basis. And this also includes a big B2B customer footprint. As you can see, it's
[03:05] more than 100 million transactions within B2B. Actually, our European business is 50% of it is B2B sales. Well, North America or US is primarily around the B2C. Uh, that's where it comes. We are also known for our fast food, especially in Europe.
[03:23] Uh, most of our customers, the key motivation for them to come to our stores is actually the food that they get served across the all these stores that are in Europe. So, there are close to 6,000 plus stores that serve fast food. And there are actually all 3,000 stores
[03:38] with also car washes, which is another big vertical within our domain. But, finally, we've been expanding extensively on the EV chargers. Uh, if anyone of you are from Norway or Sweden, as you guys know, they are heavy on the EV rollout.
[03:53] Nine out of 10 cars these days people are buying are EV cars, so that's why we have a significant presence on the EV chargers, too, in Scandinavia with dedicated sites around it. So, all in all, our company deals with all these different fuel, B2C, B2B, car washes, EV
[04:10] chargers, everything around that at a global footprint. So, what are we trying to do? At the end of the day, our mission is very simple to make our customers' life a little easier. That is what all the convenience is
[04:25] about, and that's where the convenience retail industry or the stores come into picture. So, everything that we are doing from a customer standpoint, marketing, our supply chain, our merch assortment, how do we do our planning of the stores? Is everything centered around this? How do we make our customers spend
[04:42] actually the least amount of time in our stores, so they can come in, get the thing that they want, and get out. It's completely opposite to the time that you want to spend at Macy's or any of the malls per se. So, that's the USP of the thing. But, this is where our mission stems from and everything that we do
[04:57] around it. So, now let's talk about our personalized loyalty programs. Why is loyalty important to us as a company? Is One thing, there was a session this afternoon. I don't know how many of you will attend it. The best companies are
[05:16] the ones that are able to differentiate themselves based on the customer experience that they were able to provide. And that's where the organization Circle K has realized that back in 2021, 2020 to invest in a loyalty space, and we have kicked off our US loyalty program in 2022,
[05:34] based in Florida, and now it's expanded to more than 5,000 stores all over US. And that's the Inner Circle program that you see on the top left. It is our uh, US loyalty program that helps to the end-to-end
[05:50] digital experience as well as on the store experience. We'll talk more about it. But, that's it. And subsequently, we have a loyalty program across seven countries in Europe. Uh, in Scandinavia, it's Norway, Sweden, Denmark, as well as Baltics and
[06:05] Poland. And that's called Extra program. It's actually quite popular over there. It's been there for more than 10 years. But, this last year we've made a significant overhaul of the program both in how we serve customer value as well as how the program itself means to the
[06:21] customers. And we'll talk more about it. And loyalty program for us is even more important because um, if you think of any other company like Delta Airlines or even Macy's for that matter, they're looking at a national loyalty level
[06:36] program. But, we at the end of the day are trying to reach out to the customers or make our experiences personable to the customers at the region and the location they are in. So, people who might like uh, I don't know, kombucha in San Francisco may not
[06:51] be the same people in San Jose. They might like energy drinks or something else. So, loyalty is our medium to understand some of these customer trends and what do they like? At the same time, reward our customers for their loyalty at the end of the day. And that's why these programs were very
[07:07] important and we've seen great value through different ways, right? As simple as we've seen more than 5% increase in the trip frequency of all these loyalty customers overall. And additionally, each loyalty member has gained 121 gallons of fuel compared
[07:25] to a non-loyalty customer. So, that's why we continuously invest or try to engage or try to promote our customers on the loyalty program. And we've also seen a 12% increase in members per store from last year. And
[07:41] overall, uh, it has driving like immense value for both here in US as well as in Europe. Finally, what we actually want as a convenience store is most of our customers come to our forecourt, which is where you'll find your gas pumps or
[07:58] the EV chargers or whatsoever. They do the transaction and leave. And we want them to come to our stores because again, we have the products that they need and they usually typically don't think of a convenience store for your general what we call as a
[08:14] QSR shopping or a retail shopping or per se. But we also know the customers that like quick coffee or soda for that matter or even an energy drink like Monster or Red Bull or whatsoever. Or they might need a quick hot dog or
[08:29] some kind of food. That is where personalization as feature or a capability has helped us a lot in interacting with them and converting them into the stores. And why is this important in this day and age as we know
[08:44] with all the energy changing and the capabilities from fuel to EV to everything, in-store transactions or the whole customer interaction stands out as the most key differentiator and that's where we want to drive more traffic and
[08:59] as well as drive more margins also for that person. So this particular 21% is the metric that we were able to achieve through one-to-one personalization of targeting customers at a fuel pump. Whenever they
[09:16] go and input their phone number, they're immediately responded with some kind of message saying, "Hey, if you go inside the store buy say, I don't know, two energy drinks or two coffees, you might get these additional reward." And we've seen a subsequent jump in that conversion through this metric.
[09:36] Now, how do we think about loyalty program itself? A lot of loyalty programs we have this concept called as points fatigue. We have Marriott's or Hilton's, all these, or miles program with all the airlines. We We are constantly faced with so many points and we are struggling as a customer to
[09:52] understand how many points does it actually can be redeemed for a particular product or whatsoever. So, this was the overall that we have done last year, especially in our European loyalty program, through just limiting it on visits. What we need at the end of the day is every visit count.
[10:09] So, if you come to our stores, make a transaction, which is a qualified transaction as we'll get call it, uh that counts as your loyalty uh visit, which in turn, once you cross like five visits or 10 visits, your subsequent rewards are stacked.
[10:26] So, that is how we are able to reward our customers, keeping it as simple as possible. The other advantage of this thing is we're also not expecting much information from our customers. It's all you have to do is at the forecourt, if you can just enter your number, that's
[10:41] all it's need. You don't need to go through your email, you don't need to go through a barcode, pull up your app, all all the extra stuff. So, that's where it goes back to how do we make our lives customers as easy as possible. Uh this is where the concept stems from. They have a visit counts.
[10:58] I don't know how many of you all are aware of our Fuel Day concept. So, every four to five months we run this huge uh program called Fuel Day, which essentially is one of our driver to uh make customer join our loyalty program.
[11:14] And as you see, it it's a straightforward deal where if you sign up, you'll get 40 cents right away per gallon. And the last one that we ran on May 22nd, it drove our Circle K app into one of the top 10 apps on App Store. It's like on
[11:29] on par with the rest of the apps and that's day, right? So, that's That's how much the current day and age where people are valuing the fuel and any benefits that they get through it, and Circle K was able to make the best out of it and engage with a lot more customers per se.
[11:46] We also constantly work with deals and promotions around whatever the local events. There is a local big softball team in Pensacola. So, we even partner with them in that regional per se, and drive any kind of local
[12:04] promotions or deals to make it more personalizable at that level. And at the national level, it goes to the world cup and the other events that keep on going on. Also, want to highlight when we talk about personalization for especially
[12:19] company like us, Circle K, it's not just a customer one-to-one personalization as in US a customer, but it's a combination of a customer and store. Like I was talking about earlier the example of San Francisco, San Jose. I'm the same customer. I'm in San Francisco. I might
[12:35] like something, but the local regional trend of San Francisco might be different from San Jose. So, it becomes important for us to understand the overall customer profile, their preferences, and all, but also have that local or regional context that comes from the stores and the local
[12:51] business managers, supply chain, all the things. And whenever we are rolling out these experiences or other things, it's always a combination of both, but in broadly understanding what type of categories is my customer engaging. Is it food or thirst, and how do we target them
[13:06] accordingly? So, that's it. What are some more actual complex, high environment challenges when it comes to personalizing at scale? To start with, as we all know, most of the time we don't like to give out our
[13:23] information wherever it is, even though we have a loyalty program. we're always in a hurry trying to get somewhere and being a convenience retail store, which is what we want you to do, like come in, get your transaction done, and get out. And this is one of our I
[13:39] wouldn't call opportunity than a challenge where it's anonymous majority, right? And this is where the topics around customer identity resolution and the other things, how do we stitch same customer profile across multiple transactions, all those technical concepts will help us solve that kind of
[13:56] problem. But then again, folks from Europe would know the additional regulations that comes with GDPR or CCPA in California and that's one of our biggest opportunity when it comes to personalizing at scale. Second thing is the data fragmentation.
[14:12] Like I mentioned in the start, we as a company have multiple brands, all acquired over the years through multiple M&A, and each of them have various levels of data maturity as well as platform maturity, which acts as another challenge for us in ensuring consistent
[14:29] experiences as well as whatever the technology or capabilities that we're building across the different platforms or even consolidating all that. And when it comes to data fragmentation, there is in this particular customer world, we have this whole domain of loyalty CRM programs platforms. At the
[14:47] same time, we also have our performance marketing teams, their advertising platforms, how are we engaging over there, what is the broad customer context doing versus one-to-one. So, that acts as another thing. The third one, volume versus velocity is the concept of, like I said, we have
[15:03] more than 17,000 stores. Of course, our Inner Circle program is about 5,000 stores, but if you want to really tap into each of the stores, all the customers out there, and provide them the real-time experience, getting to that point of your infrastructure maturity around handling
[15:21] all these transactions, but also delivering the right message or promo to that customer in real time at that point. That's where it gets a another big I would say technical challenge for us. And then finally, relevance versus noise, right? Are we
[15:36] sending out the right offer at the right time to the right customer? Or are we just bombarding with 10 15 emails or notifications every single day? Which is not what we want to do. End of the day, we want to get as precise as possible and talk to our customer in the way that
[15:51] they want. Given all these challenges and all, how do we address these through technology? And that is where CDP comes into picture. So, um CDP is the customer data platform. I'm
[16:07] sure most of you have heard about it. And like I said, we started our loyalty program back in 2022 and quickly the organization realized the importance of having a customer data platform. And capabilities and the value it drives for
[16:23] us in talking to our customers or engaging with the customers, especially in real time. So, end of the day, like I said, one it helps with the anonymous majority problem and the identity resolution. How do we understand a customer in real time? Second thing is the real-time ingestion
[16:38] itself across all our stores that are there. It's It's of course the kudos goes to the technical teams, but still this is the platform that helps to link everything back in one place and drive the right experience or try to understand the customer in the right way
[16:54] possible. Third one is the audience generation. So, this is the One of our most popular products is Polar Pop. It's nothing but a soda fountain cup, which typically is sells for $0.79
[17:09] or $0.99. That's like less than a dollar like anywhere in the US. An equivalent thing at McDonald's is $2 plus. So, given that kind of Polar Pop, we want to understand customers maybe in Florida who are interested in Polar Pop
[17:24] versus Red Bull. So, this is where the audience generation comes into picture where the region, the type of product, how can we create all these multiple audiences at a scalable level, and able to target them with the right offer
[17:39] uh per se. And finally, the activation layer is the different channels that you go about whether it's the like I talked about there's a CRM platforms or the uh advertising platforms, wherever we want to activate around. So, that's where CDP as a whole technology and the
[17:55] concept uh it's been helping us as a company in the last couple of years in achieving the most of the goals that we have. Adding to it is also customer intelligence. One of the I guess synonymous thing is the segments and audiences.
[18:13] What is the difference here? Audience is a group of customer that you want to go target, sure. But segment is an input to your audience creation in the form of like a morning commuter. You want to understand which customers in your whole
[18:28] set of loyalty profile are actually morning commuters, and you want to couple that with whether are they based in Florida or do they like coffee in the morning or do they like donut where the additional rules come into picture. Combining all is what an audience.
[18:43] But the core thing is segmentation is a end of the day a data science capability and it can be sliced and diced in 100 different ways, right? If you go to uh finance guy, he would have a different segmentation ex- expectation versus someone on the
[18:59] loyalty campaign or someone on the marketing. So, it's a very ubiquitous term, but also always a context with it is important. But my point is along with CDP, we also need these customer intelligence capabilities, which is what uh we've been developing to understand
[19:16] what is the lifetime value of this customer. What is the value that they're able to drive to us? What are their propensity on a particular channel, whether it's SMS, push notification, or is it email that they prefer. What type of promotion are they more likely to redeem? Is it maybe buy three
[19:32] drinks and get 10 cents off? Or is it buy one I don't know, 20 gallon water bottle and get like 5 cents off, right? Or food offer or whatsoever. And this varies by each region, too.
[19:47] Then finally, the general behavioral modeling. Are they coming typically every Friday or end of the month or at the start of the month? How would How does their behaviors look like? Combining all these customer signals along with the CDP is how we're able to
[20:04] personalize at scale. The end of the day is like combining all the data intelligence uh sorry, customer intelligence that we have. All the different data sources that we have. It's around fuel, POS transactions, this point of sale transactions that happens at the store or the loyalty data.
[20:19] How are they going about their car wash activities? Is it subscription or is it one-off? How do we understand our B2B fleet programs? And all these loyalty programs we're also ex- expanding to the B2B space, which is a whole different uh beast by itself, but as a thing and then
[20:36] finally, third-party data. We have our all first-party data, but what exactly is trending in a particular uh city or neighborhood, which then becomes critical for our assortment team, also we as a loyalty team to go target them.
[20:51] And combining all that is when it comes down to the activation in the in the form of what type of offer do we target and what type of communication should we do. This also includes the layer of content in terms of maybe someone likes a yellow color versus a red color. In this day or age
[21:09] of AI, we are able to personalize it to that particular format that we can go to the end-to-end spectrum of it. And then help both loyalty campaigns as well as marketing activities in this all person.
[21:25] So, that's personalization scale how we're doing it Circle K and how we've been able to engage with our customers so far. Here are some of the examples of experiences that we've been delivering. The first one that you see on your left is what we call as a choose your reward
[21:40] model. Uh like I mentioned earlier, we have rolled out the whole new loyalty program in Europe and one of the experiences that we've rolled out is choose your reward. What exactly is this is like I talked about every visit counts. So, based on the number of visits that you do, if you're able to do five or 10, how many
[21:58] ever visits, every five visits you unlock a certain set of rewards based on your location and based on your past purchase preferences as well as some of the local trends and all. And that's what is the
[22:13] choose your reward model. It's personalized and it's updated on a daily basis so that customers uh whoever are preferring and these rewards are all random, right? Someone likes uh again like a donut or a coffee, whatsoever. They get in their specific.
[22:30] The ones that you see on the middle, the message, that is the real-time message uh that we're able to send to a customer who's at a pump and inputting their phone number to get the discount. And we're immediately able to target them saying, "Hey, there's this discount if you go to inside the store and buy these
[22:47] additional products." This was possible by the CDP and how it goes with it. Additionally, we are also able to give fuel discounts based on the number of visits. So, the example that you see on the right is once you do four visits, you get like 40 cents off. Here are some of the sample experiences.
[23:03] The one with the water bottle is my own thing. I like I prefer to drink more water, so that's me with buy two save $1 on water, but again, depending on the customer, uh it's whatever product that you like. So, here are some sample experiences that we've been able to try uh and
[23:18] target the customers. And it's a lot of trial and error, right? And uh there's also no one-size-fits-all. Maybe the same experience that worked in, I don't know, Alabama may not work in Idaho. So, how do we get more targeted? Keep on trying these experience uh experiences.
[23:35] And also, how do we understand the performance of them? Are the same customers responding to the same offers at the same time? Or is it seasonal? And how do we keep up to the market? These are still some of the gaps that we've been experiencing. And that is where Databricks uh with its whole new
[23:51] Agentic CDP and the Customer Lake is able to help us. So, how does it start? Here are some of the opportunities that the Customer Lake helps us. I hope most of you have seen the keynote or some of the documentation around it. But what is
[24:07] the first thing that they're enabling us is one single source of truth. As I was talking, uh every company and we all have these multiple CRM platforms, uh we have multiple advertising platforms. And we're trying to move data from one place to 20
[24:23] different places, ensuring there is no corruption, there is no uh latency in your data and all that. So, all that is taken away, and we have one centralized data hub. The second thing is the attributes consistency. Again, given there's multiple platforms and channels,
[24:38] different teams as marketing team trying to create a attribute around, let's say as simple as a revenue, versus what is your loyalty team or a CRM team is creating. The consistency of definition is different, so this different teams trying to engage maybe with the same customer could also be different. So,
[24:55] that is taken away through attributes consistency. Customer Lake helps you create one connect to your own data lake or in this case lake house and create attributes right there in that instance. And on these attributes which
[25:10] I was talking about earlier is connected to the customer intelligence values as well. Taking all this at once, you can create audiences. But it's not just creation of audiences rather you can prompt to create your audiences. One of the biggest I guess
[25:28] unlock that we had recently is able to get our business stakeholders on top of Genie. Now, they all like it. The conversational analytics is real. They earlier it was there was a Jira request you send out there is an analyst working to try to get you the audience that you
[25:44] need or they're going through 10 different dashboards pulling the information using Excel files trying to understand who to target. Now, all that was simplified with Genie where they have a connection to data lake. They can just query through it and understand the
[25:59] graphs and the behavior trends all that. Now, with customer lake connecting that same data exploration to creating your attributes and creating audiences will literally take away a lot of time and weeks of efforts and makes it whole
[26:15] seamless experience. And that is what we see as a big opportunity. The second thing is the cross platform campaign planning. Again, there's a new feature that's rolling out with this called campaign agents. Again, different platforms when you go you're
[26:32] rolling out different campaigns. There is a general tendency of collisions which is maybe your loyalty team is running a campaign, your store team is running a campaign or your marketing team is running a campaign. There is high likelihood that there is a collisions across these and the customer
[26:48] sometimes is able to stack those promotions and offers and you're losing the margin or the additional deal. So, having a cross-platform campaign planning kind of capability that gives you an end-to-end visibility to different platforms
[27:04] helps one, not just the data team, but also the all the business teams as well as the performance teams that go into it and evaluate the thing at once. The additional capability that goes into Customer Lake again is the performance
[27:19] measurement. Um there was an example that I was saw this morning where you could do a campaign planning in Braze, which is a CRM platform to send out the communications and all that. At the same time, you can set up a campaign planning in Meta, which is done by typically your performance marketing
[27:35] teams, and you can see both of them driven on the same set of audience, and you can also measure which one is working at what rate and at what efficiency as well. And the metrics are break down very clearly. Typically, it takes multiple BI teams,
[27:51] all of them to come together, and there's no single uh source of communication as well. Both teams are working independently. But what the opportunity that we see is the at least the common thing that I get a request from our loyalty or the digital marketing teams is, "Can we share data?
[28:07] Can we understand what each other are doing?" And that is one of the opportunity that we see is being solved by Customer Lake. And then finally, the connected data sources or the cross-channel activation. What What I mean by that? Um So, now that we solved the data problem
[28:23] and we're able to do the campaign problem and all. Now, you want to go take these campaigns across multiple channels, too, like uh talking about the email or SMS or push notification or anything, and connected with all these prior data sources, you're essentially filling the
[28:40] end-to-end funnel of your whole marketing pipeline. And that's what I see as an opportunity with the agency CDP uh a overall and customer lake as overall. I know they're working on bunch of connectors trying to get at least 50 if
[28:57] I'm not wrong by the end of the year, but that is what the final or the last mile as we call it to finish this whole loop. And hope it matures much faster than it is right now.
[29:12] Here are some of the strategic gains that we were able to evaluate if we able to adopt the customer lake per se like I talked about the first thing is the whole attribute and the audience creation itself. Right now in different um again, CRM or these downstream
[29:27] platforms, it's mostly manual where you have to spend time and create these audiences. One of the examples that we have, right? Or the common things that goes on at a Circle K is there are activities that you do 30 times given there are 30 business markets, but there are some activities that you do one time.
[29:44] So here is an activity that we want to do one time where you want to create an audience like that Polar Pop in Florida but scale it across all the 30 business units possible instead of you going manually creating all these triggers. So this cuts down all the additional labor work that the teams could rather spend
[30:01] on strategy per se and that's the part about it. Second thing is the activation processes. What I mean by that is this whole campaign planning pipeline has a lot of data movement. So we need data engineering resources, we need to
[30:17] move data, ensure the quality is consistent, ensure you have the alerts set up all that. All that will be taken away and you're essentially moving it vertically into one platform and able to save this technical overhead
[30:34] for that matter. And then finally, well this whole thing blows up, right? It helps us to drive more targeted campaigns much faster as well as measurable in this per se. And that's one of the key benefits that we see from it. So, yeah.
[30:50] Something it up, it's the campaign democratization same campaign running across multiple platforms, hyper-personalization with what I mean by that. We can also do one-to-one which is at a customer level but also at scale. Then faster test and learn. We can learn something quickly in 2 weeks rather than having to wait a month
[31:06] before we understand what goes on with it. And finally overall reduce technical debt. I think that's one of the biggest gain if you ask me with this whole customer look. So, where do we want to go with this? Finally, what we as a company are envisioning
[31:23] want to go with this the whole what we call as full circle medium. Currently, the personalization what we see right now is on the your mobile phone apps or your web experiences and all. But can we take it to the fuel pump? When you go to a pump, can we show you a product right there at
[31:39] the pump so that you can engage with it? Or when you're in the store, all the digital screens, can they have a personalized store level experience that is specific to that region of per se? And when you're at a checkout screen and if you're able to provide your phone number, can we show you what other
[31:56] cross-selling or the upselling opportunities are there? Or what was your past purchases and how we can engage you with more personalized content? So, this is our vision and they're working towards it the whole end-to-end what we call as a full circle medium. And personalization is a key
[32:13] driver for this and we definitely look forward to having a CDP powered with agents and technology to achieve this vision. So, with that, thank you.

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