Improve customer loyalty and increase profits with a 360° customer view

Background

With more than 700 employees and 70 stores, our client is one of the largest shoe retailers in Belgium and is still one hundred percent family owned. Their family values, care for employees and customers, and sustainable development policies play an important role in their mission statement: "360° of care serves 360° of profit."

Challenge

Our client wanted to optimize the customer experience while optimizing marketing and advertising spend based on customer insights. The key challenge was to deliver new customer insights, like retention and RFM (Recency, Frequency, Duration), to spot trends in consumer behavior and analyze marketing attribution.

Approach

- Obtain an understanding of the related business process and capture relevant data to cover the different functional needs. - Create a customer data platform to track and centralize omni-channel sales results, consumer interactions, loyalty programs, and campaign data. - Connect to all relevant data sources (e.g., CRM, online, and offline transactions) and advertising information (Adwords and Facebook). - Define relevant KPIs and dashboards to track sales, RFM and marketing attribution.

Key results

Deliver insightful reporting on sales trends as well as channel and campaign performance

Measure campaign impact through a combination of marketing and data expertise

Confidence in data quality

Benefits

Our client was able to improve customer loyalty through an individualized approach while improving marketing ROI through more comprehensive dashboards and reporting. The project resulted in a significant increase in customer revenue and improved margins.