Michael Renier

"What happens when retail giants think small to learn fast: The Xtra CDP story"

Together with Siegert Dierickx

Summary

To enhance its successful Xtra app, Colruyt Group set out to deepen customer engagement through personalised experiences across its many features. To accelerate this goal and complement its enterprise Adobe CDP strategy, Xtra partnered with MultiMinds to implement an agile “CDP as a Service”. This lean, composable setup operated alongside Adobe’s intelligence layer, enabling the team to move fast, launching the first live use case in weeks, not months, and to deploy over 35 targeted campaigns that boosted feature discovery and user opt-ins for key digital services. 

Biography

Michael Renier is Marketing & Performance Team Lead at Xtra, Colruyt Group, and a digital specialist obsessed with data-driven decision making and user experience as the ultimate marketing tool. With a proven track record in customer experience, performance optimisation, and digital transformation, he bridges strategy and execution to turn insights into real-life impact. A hands-on coach, pragmatic thinker, and believer in the power of measurable results.