Siegert Dierickx

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

Together with Michael Renier

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

Siegert Dierickx is Co-Founder and Managing Partner at MultiMinds, an independent Belgian data agency helping brands turn customer data into meaningful experiences. With over 20 years of experience in marketing technology and data strategy, he guides organisations in building composable, privacy-ready architectures that bridge technology and human insight.