BeStUSeoFDAtAinhoMeShoppinG
WinneR
hiGhLYcoMMenDeD
theWebbGroup
Argos Abacus
planning-inc identifyingdormantcustomersactivein
puttingasmileoncustomers’facesatchristmas themusicandentertainmentcategory
ArgoswantedtopromotehomedeliverytodrivewebsitevisitsaswellasitsCheck In2007,TheWebbGroup–thelargestsupplierof
andReserveservice.Withdiscountsandpromotionsfloodingthemarketduring retailhomeentertainmentproducts- boughtSimply
difficulttradingconditionslastChristmas,ituseddata-drivenpersonalisationto EntertainmentandRazamatazoutofadministration.
deliverhighlytargetedandrelevantmessages.Thejudgeswereimpressedbythe Withlimitedtransactionaldata,reactivatingdormant
waydatawasbroughttogetherwelltosupportbusinessobjectives. customersprofitablywasachallenge.Workingwith
Assalestumbledduringtherun-uptoChristmas,retailerswereurgently theco-opearativetransactionaldatabaseprovider,a
cuttingpricesinordertoencouragepurchase.Argosneededtocutthrough bespokesegmentationwasbuiltusingrecencyand
thisnoisebytargetingcustomersacrossmultipledimensions,whilealso frequency,enhancedwithinformationonactivityin
makingtacticaloffers,managingstockavailabilityanddrivingprofitability. thesector.
Theretaileralreadyheldasinglecustomerviewdatabaseofitse-commerce Thisallowedthecompanytoidentifydormant
shoppers.Thedesignofthisdatabasewasinnovativeandheldsubstantial buyerswhoarestillpurchasing.Thisdelivereda186
opted-incontactdatarecords,aswellasdailyfeedsofwebbrowsingby percentupliftinresponserateanddelivereda
channel,emailresponsedata,registrationandcompetitionentryand stronglypositivereturnoninvestment.Thejudges
transactionalhistory. wereimpressedbythissolutionforabusiness
Thisdataresourceallowedcustomer-centrictacticalemailcampaignstobe whichlackedgoodqualitydataofitsown.
developedandexecutedaspartoftheeCRMprogramme.Giventhevolumeof
targetingvariables,simplificationwasnecessarytoallowfastturnaroundof ShoRtLiSt
selections.Thismeantaggregatingupmultiplevariablesintousablegroupsof ShopDirect
intuitivecategories. entire
Thismeantover0behaviouranddemographicattributeswouldbe Drivingemailacquisitionthrough
aggregatedintoasingleflagsuchas“kidscampaigns”,forexample.These behaviour-ledanalytics
groupswerethenmaintainedwithintheSCV,summarisingpurchaseand
browsingbehaviour,aswellasclaimeddemographicsandinterests.
Inall,9suchgroupswerecreatedandprovidedtotheemailbroadcasterfor
livecampaignselections.Thismeantrapidcampaignexecutionwaspossible
withnolossoftargetingrichness.Uptothreecampaignsaweekwerebeing
broadcastinNovemberandDecemberusingthetargetinggroupstotailor
content.Atcertainpoints,incentiveswereofferedtodriveuseofhome
delivery,earlyorderingandtoincreaseaveragebasketsize.
Consumerswhoreceivedthetargetedemailsshoweda5.5percentupliftin
likelihoodtopurchase.Theyalsospent6.percentmoreonaveragethanthe
control.Promotionalvouchersforfreehomedeliveryincreasedordervolumes
by18.2percentandspendby17.percent.
Sponsoredby:
ceLeRitY
CelerityisthedatamanagementspecialistwithintheHowardHuntGroup.TheGroupisaprivatelyownedcompanywith
£50mturnoverandservicesthatspanprintproduction,directmailanddatamanagement.Continuedinvestmentenables
Celeritytoevaluate,developandinvestinthelatestproventechnologytodelivercontinuallyinnovativeandstateofthe
artdatamanagementsolutionstoitsclients.Visionstatement-CeleritywillbecomealeadingUKdatamanagement
companyviainvestmentinworldclasspeople,systemsandprocesses.Itwillexceedtheexpectationsofallofitsclientsin
everywayandbecomethenaturalfirstchoiceinitsmarketforallitssolutions.Missionstatement-Todeliverqualityin
everythingwedo-thiswillprovideasecurebasisonwhichtobuildsustainablelongtermbusinessrelationshipswithallof
itsclientsthatcanbedevelopedandextendedovertime.
2|DAtAStRAteGYAWARDS2009
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