GI Insight merges data from both online and offline sources to give you a detailed, up-to-date and fully rounded Single Customer View.

Whether your customers purchase in-store, online, via the phone or through multiple channels, we’ll provide the knowledge that powers smarter decisions, drives better targeted marketing and increases your sales and profits.

Increase Campaign ROI

The Scenario

A multi-channel retailer was doing monthly large mailings.  They were targeting with their own RFM model and the campaigns were generating a reasonable ROI. 

 

The Challenge

The growth in the customer base was making the volumes of the mailings significant.  They wanted to reduce the volume of mailings by being more targeted, bringing in more personalisation of offers, images and messages.

 

The Solution

We created detailed analysis, including our industry beating segmentation.  Having identified key segments we created tailored customer journeys, where customers are selected based on all the relevant factors.

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The Outcome

The segmentation and customer journeys were incredibly successful, running for 5+ years where volumes were reduced by 20% and incremental profit was increased by 22%.

Unifying Multichannel Data

The Scenario

A multichannel retailer wanted to know how their customers were buying, what channels or combination of these would be most effective and then increase multichannel sales by 8%. Customer transactions were recorded via a loyalty scheme, while website activity of known visitors could be tracked separately. The aim was to bring all the data together to devise a long-term approach to customer retention and development, including effective, real-time response to customer website activity.

The Challenge

The retailer was data rich but had never done this kind of analysis before. The data wasn’t being used to identify customer trends or preferences. They didn’t know who the key customers were and how the use of specific channels impacted the behaviour of the most loyal and valuable customers. They were unable to link known store (as well as phone or mail order) customers to known website visitors.

The Solution

Unifying multichannel dataWe were able to bring the two sets of data together in one unified database – bringing in information on age and gender while verifying and eliminating duplicate records – and then analyse the purchasing trend patterns across both offline and online channels. We then used the data to group customers into meaningful segments and looked at the impact of the channel mix (for instance, in-store only customers spent less that those who bought from both shops and the website, and the same was true of online-only buyers). We used a mix of email offers and mailings to encourage customers to buy across a range of channels, focusing more on the most responsive and valuable.

The Outcome

The initiative succeeded in creating a platform for an omni-channel strategy, and increased revenues by driving up activity by those customers active across both channels. Specifically, the retailer was able to increase:

  • the number of active (spent in last 12 months) multichannel customers by 34%
  • the proportion of multichannel customers to from 38% to 52%
  • the annual spend of those customer by 11%
  • the growth of online sales to 77%

Additionally, the company determined that using a combination of media was more effective than a single channel, as the response rate for those who got the mailer and email was 10 times greater than those who get the email only, and even better when these were in response to online activity by an identified customer.

Reduce Customer Attrition

The Scenario

A travel firm was focusing much of its effort and budget on new customer acquisition and anecdotally knew that it was failing to attract significant numbers for follow-up bookings of holiday packages – whether in the same year or the following year. It did not, however, have firm figures as to what the damage was in terms of customer numbers, nor why it was failing to retain customers. They needed to become less reliant on new business and instead build ongoing relationships that ensured a healthy and more consistent revenue stream.

The Challenge

The company captured name and address data but did not store it in a single customer view database. To stem attrition and build a more loyal and stable customer base, we had to understand who their customers are, which ones they were losing, which were worth retaining and what they could do to keep new customers and win back these who had lapsed. We also wanted details on where, when and why they were booking.

The Solution

We created a single customer database fed daily by their booking systems, incorporation both online and live phone bookings, and taking on information age, gender and household members. The data was then analysed to show revenue and booking patterns. We discovered very quickly that 70% of customers who booked did not do so again. We segmented the data, looking at which customers the company wanted to retain and were more likely to come back. We then targeted the more desirable recent customers – including known customers who returned to the website to browse for their next holiday – and others like them who had lapsed via mailings, emails and text messages.

The Outcome

We were not only able to show which customers were returning but use that data to predict which were less likely to return. We were then able to target those that delivered the best return and were most likely to come back, doubling the retention rate within months. The company also was able to use the data in its acquisition campaigns to target consumers whose profiles indicated they would be profitable and more likely to be enticed to return.

Discover Customer Trends

The Scenario

A high street retailer closed a significant number of its stores because they had become unprofitable. Nonetheless, the company found that its own website sales were growing – just not enough to make up for the loss of previous store sales. What it needed to do was look at the customers who were former store buyers but were moving online, determine which purchasing channels or combination of these they were using and the best media mix for maintaining their loyalty in the dog-eat-dog digital world and for increasing their spend – and for attracting other store-only customers to the website.

The Challenge

While initial broad data analysis showed that, in general, multichannel customers spent more than single channel customers, too many were simply dropping off as their local store closed and the internet presented a more convenient option than going further afield. What the retailer did not know is whether these customers – particularly those that were most profitable – had the potential to become the loyal online customers and how to go about wining them.

The Solution

discover-customer-trendsThe company had a loyalty scheme that provided rich data, which revealed the higher spending of multichannel customers in the first place, but it also wanted to delve more deeply into their web browsing behaviour. So we combined the offline single customer view with web analytics to better understand the customer journey and then used that information to determine how to best target key customer segments to encourage them to move to new channels they had not previously purchased through. We further segmented target customer groups according to spend level, purchase frequency, geo-demographic and other personal data. Different mail and digital campaigns were tested to determine the most effective means of winning over each sub-segment.

The Outcome

The retailer’s multichannel penetration increased dramatically, as did its revenues across both in-store and online purchasing points. It was also able to successfully establish a truly omni-channel customer strategy, as the communications became customer focused rather than simply a function of the marketing or purchasing channel. The company was able to largely make up for the loss in store traffic through enhanced online sales. The online side of the business nearly doubled in two years. The data proved the benefit of this response to the shift in customer behaviour as it showed spend by multichannel customers was nearly 50% higher than that of store-only buyers and close to 40% more than that of online-only purchasers.

Dynamic Campaign Management

The Scenario

A multichannel apparel retail brand lacked the ability to react effectively to customer activity on its website and wanted to better utilise its customer data – both offline and digital. The brand’s parent company had already made a long term commitment to a customer management programme but sought to be able to respond across a range of digital channels with real-time capability that included mobile device functionality. The aim was to tap into real-time web behaviour data while drawing on existing customer insight and then use the information to trigger automated campaigns and target consumers through personalised, tailored content.

The Challenge

The drawback was the restricted marketing systems that were already in place. Any real-time solution would have to work with the existing system. But using the technology of Campaign, we were able to utilise real-time data to create communications that worked within the existing framework for digital outputs. The real-time data would also have to be captured and fed into the long-term customer record to inform further communications.

The Solution

The data was analysed to trigger product recommendations and communications responding to customer browsing behaviour via email. The retailer was also able to introduce follow-up emails to customers who had abandoned their basket within the hour. Behavioural data from its customers was incorporated into the single customer view and used to build recommendation models for on-going email campaigns, personalising each to the customer’s unique tastes. Along with this there was a full suite of automated customer relationship management, which included welcome, reactivation and highly targeted communications.

The Outcome

The dynamic campaign management meant that the marketing mix was broadened to include online and offline solutions – such as a next-day mailer, leveraging a real-time response. This improved the impact of other communication channels and generated the necessary data for ongoing bespoke email campaigns personalised to each customer’s tastes. The initiative succeeded beyond expectations, with over 5% of online revenue now coming from behaviour-driven emails and 250% growth in email marketing revenues over a two-year period.

Optimise Product Range

The Scenario

A retailer wanted to change the merchandising of a number of categories and wanted to use the data from the loyalty programme to know which products were bought together by the same customers. 

 

The Challenge

website-infographics-9The data existed within the loyalty programme but had not been used before in this way.

 

The Solution

Basket level data was merged with customer data to look at which customers bought what products together either at the same time, or as the next transaction


The Outcome

As a result of this analysis, certain products were put together that would have been in different locations before.  The effect was a 8% increase in sales of those particular products.

Build Customer Loyalty

The Scenario

A leading UK retailer with hundreds of stores and successful online business wanted to create stronger bonds with its customers by building relationships that went beyond that of vendor and buyer. The goal was to radically improve customer engagement and stand out against the competition. The answer for the company was to launch a loyalty club that would enable it to capture the names of its customers and their pets whilst taking note of their needs and preferences. In addition to providing tailored benefit, the programme was to be used to channel donations on behalf of club members to their chosen animal charity.

The Challenge

The customer data necessary to launch the loyalty programme was limited and no single customer view existed yet. This made identifying potential scheme members, contacting them and motivating them to join and share personal details about their animals an uphill battle. The targets were daunting – 500,000 members in the first year – and the need to derive a measureable commercial benefit was, as always, a critical aim.

The Solution

build-customer-loyaltyWe worked with the retailer to build a single customer view database with a customer management system at its core, containing information on the owners as well as pet type, breed, name and age. The programme was launched in-store and online, with registration though a microsite. Initial response achieved 150% ROI. Animal charities were also approached prior to launch, further raising the profile with two million additional social media alerts.

The Outcome

The scheme not only used this data to tailor marketing communications and offers to individual customers, but to provide specific information to them about their pets and channel donations to each customer’s preferred animal charity – connecting with them to the brand not just as customers but on an emotional level. The result is the programme is engaging customers, delivering incremental revenue and gathering vital business insight. In the first month alone, the retailer achieved nearly half its membership target for the whole year. The company’s customer engagement continues to improve with research showing that loyalty club members are substantially more likely to recommend the brand and that they spend an average of 20% more per transaction. They are also 70% more likely to open email from the brand.

Optimise Digital Channels

The Scenario

A niche mail order/etail company with an established brand name wanted to know who its key customers were and how it could more effectively grow the digital side of its business. In addition to improving email capability and use of mobile text messages to better reach its best customers with the right message at the right time, the company wanted add the ability to respond to website queries and activities in real time. Using all this information, it also wanted to build a more manageable customer database.

The Challenge

The company was data rich but had never done the level of analysis necessary to yield this kind of insight and had little in-house expertise in the area. It is a relatively small company and therefore had a limited budget, but they wanted to see if they create a more sophisticated database marketing and customer management programme that suited a business of their size. The goal was to optimise their website along with their other digital platforms such as their mobile and email capabilities, whilst simultaneously converting anonymous data into information tied to known and named customers so that the business was poised to respond to internet activity in real time.

optimise-digital-channelsThe Solution

We were able to analyse revenue and purchasing patterns by creating a customer segmentation by looking at:

  • products bought
  • age and gender of customers
  • mailings sent and responded to
  • how long customers have been active

What we found was that a small proportion of loyal customers accounted for a high percentage of revenue – prior to our analysis, the company did not know which specific customers were its most valuable. Using the digital data meant the company could focus on web registrations and permission by its this small group of elite customers and then create an enhanced single customer view, which could be used to improve digital communication and enhance overall conversion rates.

The Outcome

The initiative succeeded in optimising the digital channels. The company was able to append digital data and create a single customer view that helped improve email response rates. The combination of historic transactional and other data with data captured in real-time enabled the business to leverage this more complete and true view of its customers to better target communications and react in real or near-real time, turning more online visits into opportunity and action.

Acquire The Right Customers

The Scenario

A pure online gaming website that featured both sports betting and casino games wanted to know more about who their customers were – particularly which are the most profitable – what products they play, bets they make and how successful they are at winning. The aim was to then use this knowledge to better manage the customers, shifting focus onto the most profitable with more investment in these customers and better targeting.

The Challenge

The company had captured a huge amount of data on its customers: who they are, their gaming habits, their record at winning, the cash amounts involved and other useful details. Unfortunately, the web-based firm lacked the analytical tools, resources and expertise to turn this data into actionable insight. The result was it actually had very little usable knowledge of its customers on either an aggregate or individual level. And it could not create the segmentations it needed to increase return on marketing investment and profitability.

The Solution

acquire-right-customersWe used the available data to analyse revenue and activity patterns by age of customer, gender, products played, response to marking communications, how long they had been customers and other factors. We were able to identify the number of bets individuals made per year and how that differed by game – e.g. customers who bet both sports and played games of chance bet more than just those that just wagered on sports. We then developed a segmentation that combined customer profitability and the number of playing events in a year.

The Outcome

The segmentation created insightful marketing segments such as ‘high profit-frequent playing’ (who accounted for nearly a third of revenues and won roughly 30% of the time) and ‘medium profit-frequent playing’ (who accounted for less than 10% of revenues but won more than half of the time). The key here was to target the highest spending customers who were the unluckiest – or the least skilful at gaming – rather than simply the highest spending who regularly won back much of their money. This facilitated a methodical approach to marketing investment and communications strategy that targeted the most profitable customers with tailored messages, enabling the company to retain a higher proportion and get them to play more frequently and spend more.

TAKE A CLOSER LOOK AT HOW WE DO IT

We do a lot more than crunch data. We get to know your business ambitions and pain points, lending you our expertise and background in understanding consumer behaviour and how to respond to it more effectively… we turn data into insight… we make a difference