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CLIENT CASE STUDY


Large Chinese retailer: Improving marketing operations, sales and customer loyalty

A Chinese online retailer improved marketing operations, sales and customer loyalty to achieve its goal of becoming a leading e-retailer in China.

Overview

To help the company better understand its customers and influence buying patterns, a team of Accenture Interactive, Global Talent & Innovation Network and Retail skilled professionals from four continents harnessed a wide range of offline and online data that enabled the company to get a holistic view of customers’ activities and preferences.

In addition to collecting and analyzing customer data, Accenture helped the company convert insights into actions quickly.

Opportunity
A large Chinese online retailer is benefiting from the country’s rapid GDP growth with a steady increase in traffic. It operates at a national scale across a vast country with different dialects, cultures, regions and shopping behavior. But such swift growth and high customer variation brought practical difficulties; the online retailer faced a deluge of customer data with many, but disparate, tools to sift the information.

As a result, the company found it very challenging and time-consuming to offer personalized experiences. It often resorted to mass campaign methods, offering one price, one product strategy and one shopper experience to its entire customer base. It became clear that it needed to improve its product recommendation capabilities and web page design to suit individual consumer preferences.

Solution

The online retailer had good knowledge of its categories and products, but not its shoppers. To help the company better understand its customers and influence buying patterns, a team of Accenture Interactive, Global Talent & Innovation Network and Retail skilled professionals from four continents harnessed a wide range of offline and online data.

The compiled data, including customer browsing, searches, purchases, product information, and post-purchase behavior (such as customer reviews and customer support) enabled the company to get a holistic view of customers’ activities and preferences.

Results

For the online retailer, having a strategy coupled with innovative analytical solutions was not enough. The company culture demanded immediate and tangible results.

The Accenture team “rolled up its sleeves” and worked with the client to drive high performance e-commerce marketing. In just over six months, conversion rates across all channels had double digit improvements, which resulted in significant additional annualized revenue for the client. The number of daily orders nearly doubled over the course of eight months.