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CLIENT CASE STUDY

Large Brazilian retailer: achieving customer relevance through analytics

Read summary report on how Accenture helped a large Brazilian retailer achieve customer relevance through analytics.

Overview

Accenture worked with one of Brazil’s largest retailers to create a five-year strategic plan and business intelligence unit to harness customer and transaction insights and help reposition the company in a rapidly evolving market. Drawing upon analytics insights the retailer has improved the return on its marketing investments, changing its marketing to focus on customers with the biggest spending power and creating new, innovative store concepts that have helped rejuvenate the retailer’s brand and boost sales.

The retailer’s new analytics capabilities will enable it to become more customer-infused, meeting the needs of existing shoppers and attracting new ones. By tapping into its customer data and attaining greater customer insight, Accenture Interactive has helped the company deliver an improved and relevant shopping experience to its customers, achieve greater market responsiveness, strengthen its brand image and make more informed business planning decisions.

Opportunity

Over the past 10 years, Brazilian purchasing power has increased—as have customer expectations. Despite substantial growth, the retailer knew that it needed to position itself strategically in a rapidly evolving retailer landscape to anticipate these consumer changes and capture greater market share. The retailer wanted to improve the way it gathered and interpreted customer and transaction information to understand and anticipate consumers’ changing needs.

The company sought Accenture’s help to put the customer at the heart of its business. Leveraging Accenture Interactive’s deep marketing analytics experience, a pragmatic approach using innovaative analytics tools was followed to realize immediate benefits as well as a vision of the road ahead.

Solution

Accenture worked with the retailer to create a strategic plan with the goal of delivering a more relevant and engaging customer experience. As a result, Accenture Interactive helped establish a cross-function business intelligence unit that will enable the retailer to:

  • Use analytics to gather customer data and turn insights into actionable plans

  • Create campaigns and merchandising precisely targeted to its best customers

  • Understand the big picture and fine detail to aid executive decision making

  • Power innovation to appeal to customers in a variety of local markets, as well as develop new services, products, channels and formats

Accenture Interactive worked with the retailer to mine insights from its loyalty cards to improve customer segmentation and create targeted campaigns for its biggest spenders, as well as develop new, innovative store concepts through marketing analytics insights.

Results
By tapping into its customer data and attaining greater customer insight, Accenture Interactive has helped the company:

  • Deliver an improved and relevant shopping experience to its customers

  • Achieve greater market responsiveness

  • Strengthen its brand image

  • Make more informed business planning decisions

The retailer’s new analytics capabilities will enable it to take advantage of more innovative programs to delight existing shoppers and attract new ones.