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The dairy collaborated with Accenture to gain a better understanding of its consumers—and a bigger slice of the Chinese dairy market—with integrated e-commerce services and digital store capabilities. Accenture helped design and develop two integrated platforms and created new fulfillment options that give consumers a consistent shopping experience regardless of channel. The system processes all online and mobile orders from customers or sales assistants in store. It can gather this data—such as buying frequency, products purchased and delivery method—in reports to get a 360-degree view of the customer. Precision marketing activities, enabled with analytics, have lowered marketing costs by 10 percent and are helping to increase returns. Thanks to its powerful new capabilities, the company has achieved an e-commerce conversion rate that is nearly triple the dairy industry average.
Thanks to more targeted promotions, the company has achieved an e-commerce conversion rate that is almost triple the dairy industry average. Precision marketing activities lowered marketing costs by 10 percent, and are helping to increase return on investment. Since the system processes all online and mobile orders from customers or sales assistants in store, the company can gather this data—such as buying frequency, products purchased and delivery method—in reports to get a 360-degree view of the customer.
Robust analytics, embedded in the platform, derives actionable customer insights that can be used for more effective cross-selling and up-selling across brands, segments and channels. Consumers now enjoy more fulfillment options and a consistent shopping experience, regardless of channel. The company’s robust analytics capabilities will enable it to capture an even bigger slice of the growing dairy market in China.
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