Transgourmet is one of Europe’s leading food wholesalers and ranks second in the Cash & Carry and foodservice sectors. The company supplies restaurants, hotels, institutional catering, and retail with a comprehensive range of food and non-food products. In addition to a nationwide network of self-service markets, Transgourmet also offers flexible delivery solutions and personalized expert advice.


With 146 markets across Europe, net sales of CHF 11.5 billion, and around 30,800 employees, Transgourmet is a key partner for professional food supply. The group aims to provide customers not only with products but also with digital services and innovative solutions to make collaboration more efficient and personalized.

Initial Situation

In wholesale, it’s not just about one-time sales but about building sustainable customer relationships. Existing customers are crucial for revenue and stability. At Transgourmet, data-driven marketing had only been used to a limited extent.

Challenges:

• Introduction of a marketing automation solution for the Cash & Carry wholesale segment

• Go-live of first use cases within 2 months

• First CEO review within 6 months

• Solution must be scalable and roll out to other countries

Together with gateB, Transgourmet developed a new data-driven customer retention strategy and implemented the BSI Customer Suite as its CX and CRM system.

Project Scope:

• Identification and design of prioritized use cases

• Setup and launch of marketing automation including customer journeys

• Data model and interface integration

• Implementation of 4 use cases within 6 months – now over 350 BSI stories live

• Use of predictive models (e.g., churn prevention), scores provided via

• Hyper-personalization of newsletters and website content

Before implementation, there were no automations to leverage existing data for personalized interactions. With the BSI Customer Suite, Transgourmet can now:

• Manage and monitor the entire customer lifecycle

• Detect and respond early to at-risk customers

• Perform real-time KPI monitoring

• Full data integration and analysis

• AI-based predictive analytics model for churn prevention

• Automated and personalized communication channels

• Real-time dashboard for KPI tracking

• Automated address selection for mailing the “Express” magazine: Weekly effort reduced from 4–5 hours to about 10 minutes → approx. 25 days saved annually

• Churn prevention with predictive AI: Automated detection of at-risk customers, triggering reactivation measures (e.g., voucher dispatch)

• Personalized promotional newsletters: Featured products based on individual purchase behavior → higher relevance and click-through rate

• Integration of WhatsApp as an additional communication channel alongside email newsletters

• +51% higher click-through rates on products in newsletters

• -15% fewer newsletter unsubscribes

• Efficiency gains: 25 fewer working days per year thanks to automation

• Sustainable and measurable improvement in customer retention

• Scalable solution for potential rollout to additional countries

Source of Images: Willkommen bei Transgourmet/Prodega

Conclusion

By introducing marketing automation and data-driven marketing, Transgourmet has taken a decisive step toward customer centricity. The combination of predictive analytics, automation, and hyper-personalization strengthens customer loyalty, reduces effort, and collectively enhances competitiveness.