Our client realised their online customers spent on average 10-15% more than their non-online customers. They also discovered purchasing patterns that revealed certain customer groups spent significantly more than others.
Our client wanted to identify and test similar patterns, target / segment customer groups in a more focused way, deliver personalised experiences on a pricing, product and content levels, measure success and establish a continuous improvement approach (inspect and adapt).
We worked together with the customer team analysing, structuring their data and making it accessible from their e-commerce systems.
Together, we defined customer segments and developed a targetting and personalisation concept on a technical and business level. We integrated the existing BI solution (microstrategy) into our client’s e-commerce platform and leveraged the available segmentation, personalisation and targetting functionalities to deliver tailored promotions, prices, content and search results to customers.
As well as developing reporting and an integrated BI and web analytics tool, we trained the marketing team and jointly planned and executed campaigns to optimise processes and establish a continued attitude of improvement.
Our client was able to increase spend per customer (depending on segment and category) by 10-50%. They can now follow an analytics driven approach, launching segment-specific sub-shops and customer-specific / segment-specific promotions, content and prices.