Time to resist.
Most recently, Anglia Co-operative has begun using its BI investment to improve its shopper profiling and send out rewards with specific timeframes. Another approach Anglia Co-operative has adopted is aimed at the customer that is not brand loyal, but is open to offers of money-saving deals. “They make additional purchases if they shop the deal,” Feast said. In this way, he also said the company has been able to influence customer behaviour, drive basket spend, increase engagement and gain greater customer insights, creating a ‘virtuous circle’ of business benefits. But the Anglia Co-operative IT manager was also
keen to share the secrets of its BI success. “Don’t do anything without clear return on investment (ROI) and make sure to stay very focused on that,” he said. “And we made sure the BI product we brought from Omnico could perform multiple activities without having to unlock functionality at a price.” Feest concluded with a series of tips for
retailers embarking on similar projects. “Always start with your customer in mind, co-ordinate effectively with third parties, re-use as many existing assets as possible and be sure to push your vendors,” he advised.
www.retailtechnology.co.uk
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