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Accenture helps a global retailer achieve high performance by deploying advanced customer analytics capabilities.
When one of the world’s leading e-commerce businesses decided it needed deep insights into customer behavior, its senior management turned to Accenture to help deploy Accenture Customer Insight, an innovative marketing analytics solution.
The new analytics engine is flexible and easy to use. It aggregates data into invaluable insights that make it possible for the global retailer to create more satisfying customer experiences—and more profitable and more effective marketing promotions and campaigns.
Since launching the solution, the retail giant has increased sales, improved transparency of its marketing investments and enhanced the organization’s ability to make decisions that will drive customer loyalty, growth and high performance.
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To better serve all of its customers, this global retailer set out to establish a single database that would gather information from various touchpoints and integrate customer data from both its online and real-world environments.
The client knew it needed a powerful analytics engine that would parse the data and provide detailed insights into customers’ purchasing behaviors. With such insights, the company would be able to identify its best customers and then refine its promotions strategy to deliver greater customer value, drive additional sales and loyalty, and gain a better understanding of the overall effectiveness of its marketing efforts.
Accenture Interactive teamed with client executives to implement a robust, integrated customer insight analytics engine. The proprietary solution, Accenture Customer Insight, offered a number of features that appealed to the retailer.
These features included its accessibility and adaptability, its advanced and on-demand reporting capabilities and its product-specific approach to developing customer insights.
The global retailer retained Accenture Interactive to maintain Accenture Customer Insight for three years.
With Accenture’s support, our client has developed a world-class customer analytics capability that allows it to deliver a positive customer experience by better understanding the unique needs of its online and offline customers.
The solution is helping the retailer to:
Create targeted promotions and campaigns that resonate with customer segments and keep them coming back for more.
Drive sales—particularly among its best customers.
Better understand the effectiveness of its promotions and ultimately optimize its marketing investments.
Access item-, store- and customer-level data to generate the insights needed to make customer-focused decisions.
Free up technical personnel (who were previously responsible for responding to complex analytical requests) to focus on more strategic activities.
Quickly and easily produce self-service, on-demand reports.
Place relevant information about customer behaviors in the hands of decision makers.
In all these ways, the client is showing how customer-centric strategies, combined with technological advances, can generate insights that influence decisions on target segments, price points, product features, service levels and channel partners.
2011