COVER STORY
the BI data to compare branch performance, for example. “We’re trying to make this about driving proactive activity, allowing one store or region manager to call another and discuss what’s working well for them. And the online learning team is also going to develop an action plan based on KPIs that may flag that, if one goes red, they can consider these options for instance.” The roll out was due to begin this summer. But it is not the retailer’s first BI store deployment. “The first was web-based and only for branch managers,” Scullion said. This has given it the confidence to proceed with the staff tablet roll out, where “the KPIs are similar, it’s just a different presentation layer and dashboard,” he added.
RetailTechnology.co.uk first covered the first
Carphone Warehouse BI store deployment almost a year ago (Carphone Warehouse rolls out BI software, 27 August 2012). The company has benefitted from improved store performance and customer marketing with the initial deployment to its entire UK store estate ahead of a wider European roll out. At the time, it was capitalising on efforts to improve legacy reporting capabilities and support new store formats.
www.retailtechnology.co.uk
Carphone Warehouse Westfield store
But the BI investment dates back to 2010,
when the company began trialling a new store format with live devices and interactive areas, an extended product range and improved placement of a wider range of accessories. It also began overhauling its reporting tools, using IBM Netezza as the data warehouse and MicroStrategy for analytics and reporting. It also carried out a review, which determined the initial focus of the BI roll out after finding its key business areas with a high dependency on reporting were retail KPIs and marketing. Carphone Warehouse found its new
MicroStrategy dashboards were more dynamic, using visualisation tools to present detailed analytics in a way that branch managers could understand. After a phased rollout, all UK and Ireland stores now have the ability to analyse performance and sales. At the time Scullion said: “As this is used by branch managers, it needed to provide them with easy to understand insight on store performance and branch feedback has been unanimously positive. After a successful roll out in the UK and Ireland, the next stage is expansion into Sweden and
Autumn 2013 13
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