Salling Group
This case outlines how SAP Customer Data Platform enabled harmonized data, aligned consent, and a scalable architecture built for growth.
Case - Salling Group
Turning Retail Complexity into a Single Source of Truth
Salling Group runs one of the most complex retail landscapes in the Nordics. Multiple brands, multiple loyalty programs, millions of customers every week. The ambition was clear: one harmonized customer data foundation that could support a group-wide loyalty strategy without slowing the business down.
This case shows how Salling Group consolidated fragmented data, implemented SAP Customer Data Platform, aligned consent and governance, and built an architecture ready for scale, acquisitions, and sustained revenue growth.
Customer Intro
Salling Group is Denmark's largest retail group, operating well-known chains such as Bilka, Netto, and Salling Stormagasiner, alongside franchise brands like Carl's Jr. and Starbucks. Serving over 12 million customers weekly, the group runs multiple loyalty programs—some developed internally and others acquired through mergers.
Problem / Goal
With a new overarching loyalty program in motion and increasing regulatory demands around data privacy and age verification, Salling Group needed to extend and refine their existing SAP Customer Data Cloud (CDC) and Customer Data Platform (CDP) setup. The challenge was ensuring their customer data infrastructure could support new legal requirements, richer customer profiles, and seamless data flows between systems, without disrupting ongoing operations.
Solution
Salling Group partnered with 1DigitalTrust for its deep expertise in SAP Customer Data solutions. Rather than rebuilding from the ground up, 1DigitalTrust extended and optimised the existing CDC and CDP environment to meet Salling Group's evolving needs.
Regulatory compliance & identity:
Integrated MitID age verification into CDC, ensuring full compliance with new Danish legislation while maintaining a seamless customer experience.
Unified customer data architecture:
Extended and aligned customer profile management across CDC and CDP, including consent, membership data, and consistent field mappings between platforms—creating a reliable single view of the customer.
Loyalty programme enhancement:
Strengthened the loyalty experience with proactive credit card expiry handling, reducing payment friction and keeping customers engaged.
Results & Benefits
The collaboration enabled Salling Group to move quickly on both regulatory and commercial priorities. With a compliant, unified customer data foundation in place, Salling Group can now engage customers with greater precision across all retail chains—supporting more effective loyalty programmes and targeted marketing. By extending rather than replacing their existing SAP landscape, they achieved this with minimal disruption and a fast time to value.