Dial Up Loyalty and Experience with Multi-channel Customer Analytics

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Belk & Alteryx Presenation at NRF 2104.

Slides from the Big Ideas session
"Dial up Loyalty and Experience with Multi-channel Analytics,"

Anu Brookins from Belk shared some of the key ingredients for rallying a large organization like Belk around analytics from marketing, to merchandising to store operations and corporate strategy. Provides insights into :

1) Usage of multi-channel analytics to improve customer spend and align stores and .com metrics

2) Application of geo-demographics to optimize trade area network and store formats

3) Localization of assortments based on trade area customer demographics and much more

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  • Using us for customer segmentation, market basket analysis, multichannel analysis, sales forecasting, hyperlocalization of assortments, space allocation, inventory management and site selection etc…
  • Dial Up Loyalty and Experience with Multi-channel Customer Analytics

    1. 1. Rick Schultz SVP Marketing, Alteryx Anu Brookins VP CRM, Belk Dial Up Loyalty and Experience with Multi-channel Customer Analytics
    2. 2. The Shift to Drive Loyalty The Shopper Has Changed – You Need to too! One-off Interactions Consistent Experience Silo’d Systems, Fragmented View Complete View of Shopper Reactive Approach Predictive and Agile Approach
    3. 3. Customer Data Collected Customer Demographics Primary Research Data POS/ Transaction Data Customer Interaction Data Social Media Loyalty Card Data Complaint Data Recorded Voice Calls Other From 2013 Survey on Customer Analytics by Alteryx & AbsolutData 69% 69% 61% 49% 41% 31% 30% 17% 6%
    4. 4. The Current Approach to Insight FAIL Large IT Project Lots of Tools Many Months…
    5. 5. Converting Data to Insights Accessing Data Managed By Other Departments 43% Integrating Massive Amounts of Data 39% Integrating Disparate Data Types 38% Converting Data Into Actionable Insight 37% Collecting and Storing Relevant Data 23% From 2013 Survey on Customer Analytics by Alteryx & AbsolutData
    6. 6. Data Blending and Advanced Analytics Intuitive Workflow for Data Analysts Deeper Insights in Hours vs. Weeks
    7. 7. The Alteryx Approach All Relevant Data Packaged Market & Customer Data Enrich App & Data Analyze Blend Utilize & Integrate any data source Rapid design of predictive analytics with unique spatial understanding Consumerize the use of sophisticated analytics
    8. 8. Demonstration: Customer Analytics
    9. 9. Alteryx in Retail Big Box and Specialty Consumer Goods Grocery Restaurants
    10. 10. Alteryx Retail Use Across Functions Marketing Supply Chain Merchandising Store Operations • Customer Insight • Demand Forecasting • • • Multi-channel analytics Inventory Management In/ Near-store Analytics • Assortment Planning • • • Marketing Resource Optimization Distribution Optimization Workforce Planning • Allocation • • • Space Planning Vendor Performance Analysis Store Performance Analysis Corporate Site Selection Retail Network Optimization Performance Management
    11. 11. Alteryx Retail Use Across Functions Marketing Supply Chain Merchandising Store Operations • Customer Insight • Demand Forecasting • • • Multi-channel analytics Inventory Management In/ Near-store Analytics • Assortment Planning • • • Marketing Resource Optimization Distribution Optimization Workforce Planning • Allocation • • • Space Planning Vendor Performance Analysis Store Performance Analysis Corporate Site Selection Reduced Site Selection Time 95%; Performance Retail Network Management Optimization Franchise Cannibalization Analysis
    12. 12. Anu Brookins Vice President, CRM Belk
    13. 13. • Nation’s largest family owned and operated department store company – Headquartered in Charlotte, NC – 16 States, 300+ locations • Community Focus ($19 M last FY) • Belk.com offers a wide assortment of national brands and private label
    14. 14. CRM Team at Belk Three main functions: Customer Analytics and Insights Analyze customer behavior, provide insights, analytics & reporting HOW WHAT WHY Customer Journeys Examine customer journey, identify pain points, recommend solutions Customer Research and Insights Qualitative research, focus groups, industry best practices & competitive benchmarking
    15. 15. Customer Data Belk Customer Database: • Millions of customers • Demographics and ethnicity • Loyalty card information • Online and store POS transactions • Item level details for transactions • Several years’ worth of transactions • Customer survey information • Online customer behavior
    16. 16. Why Alteryx Before Alteryx After Alteryx “Canned” reports with limited drill down ability Customized reports to suit the question asked Limited understanding of customer metrics Wider dissemination of customer metrics Conflicting picture of customer metrics from different departments Multiple dept. using same customer data for reporting & analysis
    17. 17. Why Alteryx Before Alteryx After Alteryx Manual Reporting, Part of Analyst Job Function Automated Reporting, Users Can Run Own Reports Geo-demographic Info Limited to Real Estate Map Customer Info to GeoDemographics for Richer Insights and Pictorial View
    18. 18. Customer Scorecards Customer Dashboards • • Spend levels Purchase behavior Aligned organization around multichannel adoption Alteryx has allowed us to analyze and disseminate customer information across the organization to enhance customer focus
    19. 19. Multichannel Path-to-Purchase Customer Path to Purchase • • • Online browsing behavior Store purchase behavior Return behavior Educate stores & .com teams on customer path-to-purchase
    20. 20. Marketing Applications Customer Segmentation Targeted Marketing Marketing Responsiveness Analysis Media Mix Optimization
    21. 21. Geo-Demographic Analysis Understanding Geographies • • 16 Southern states footprint Out of footprint affinities Optimize strategies for targeting, Real Estate investments
    22. 22. Merchandise Planning Customer Demographics • • • Category level affinities Cross-category affinities Ethnicity-based affinities Assortment Planning, opportunity to fill whitespace
    23. 23. Dial Up Loyalty with Customer Analytics • Multi-channel analytics require rapid data blending and an intuitive workflow for advanced analytics • Alteryx used by leading Retailers for Customer Analytics • Get more info at Alteryx.com including our Buyer’s Guide to Customer Analytics and free version of product • While At #NRF14  Come See us at NRF Booth # 1139
    24. 24. Q&A
    25. 25. Key Terms • • • • • • • • • • • • • • • Retail Analytics Customer Analytics Customer Loyalty Merchandising Planning Demographic Analysis Customer Data Customer Scorecards Multichannel Analysis Big Data Analytics Big Data Analysis Predictive Analytics Data Blending Advanced Analytics Data Artisan Data Analyst • • • • • Alteryx Rick Schultz Belk Anu Brookins Alteryx Analytics Gallery

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