Inspire 2014 – Belk: Dial-Up Loyalty & Experience/Multi-channel Customer Analytics
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Inspire 2014 – Belk: Dial-Up Loyalty & Experience/Multi-channel Customer Analytics

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Customers interact with retailers through multiple channels—via website, in-store, through phone or social media. And they expect a consistent shopping experience across these channels. In this......

Customers interact with retailers through multiple channels—via website, in-store, through phone or social media. And they expect a consistent shopping experience across these channels. In this session, Anu Brookins, VP of Customer Relationship Management at Belk will discuss the challenges retailers face in integrating all the customer data – online and offline – to get one unified view and insight into the customer to drive consistent cross-channel marketing and merchandising decisions.

Anu Brookins, VP of Customer Relationship Management, Belk

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  • 1. #inspire14 Dial up Loyalty & Experience Multichannel Customer Analytics Anu Brookins Vice President, Customer Insights & Analytics Belk, Inc.
  • 2. #inspire14#inspire14 About Belk • Founded in 1888 • Third generation of Belk leaders • $4.1B annual revenue in FY2014 • 16-state footprint, 300 stores • Dominant retailer in the South • Generational customer • Sells modern southern style fashion apparel, accessories, shoes, cosmetics & home goods • Belk.com relaunched 2009, growing 70% per year • Community Focus ($19M LY)
  • 3. #inspire14#inspire14 Contents • Customer Insights & Analytics at Belk • Why Alteryx? • Strategic project highlights • Disruptive Demographics • Real Estate Analytics • Vendor Scorecards • Digital Platform Analytics • Marketing Analytics • App Gallery • What’s Next
  • 4. #inspire14#inspire14 The Customer Insights & Analytics team has three functions: Customer Insights & Analytics WHAT WHY HOW Customer Analytics Analyze customer behavior, provide insights, analytics & reporting Customer Research and Insights Qualitative research, focus groups, industry best practices & competitive benchmarking Customer Journeys Examine customer journey, identify pain points, recommend solutions
  • 5. #inspire14#inspire14 Influence of Alteryx Before Alteryx “Canned” reports with limited drill down ability After Alteryx Customized reports to suit the question asked by stakeholders Limited understanding of customer metrics Conflicting picture of customer metrics from different departments Customer data key to Omnichannel vision & strategy Merchandise strategy uses customer data; Vendors demand customer scorecards Manual Excel Reporting, Part of Analyst Job Function Automated Reporting, Users Can Run Own Reports Geo-demographic Info Limited to Real Estate Analyze within- and outside-footprint customer behavior to determine best strategies
  • 6. #inspire14#inspire14 CIA Major Analytics Frameworks Customer data is utilized in assisting various parts of Belk organization: Merchandising Marketing Digital Platform Stores Strategy Real Estate Supply Chain Customer Data Customer Demographics Vendor Scorecards Customer Category Analytics Campaign Level Analytics Omnichannel Customer Analytics Customer Purchase Behavior Store Portfolio Analysis Store Network Effect Flagship Store Analysis Store Fulfillment Customer Behavior Alteryx plays a key role in all these analyses
  • 7. #inspire14#inspire14 Today’s Focus of Discussion Analytics where Alteryx plays a key role: • Disruptive Demographics • Real Estate Strategies • Vendor Scorecards • Digital Analytics • Marketing
  • 8. #inspire14#inspire14 Disruptive Demographics In 2013 Belk partnered with Dr. James Johnson, UNC Chapel Hill to provide a view of changes in population shown by Census 2010 and how that affects the Belk footprint Region 2010 Population % of Total US Population Absolute Population Change, 2000- 2010 Percent Population Change, 2000- 2010 Percent of Total Population Change U.S. 309,050,81 6 100% 26,884,972 9.5% 100% Northea st 55,417,311 18% 1,753,978 3.3% 6% Midwest 66,972,887 22% 2,480,998 3.0% 9% South 114,555,74 4 37% 14,318,924 14.3% 53% West 72,256,183 23% 8,774,852 13.8% 32% The South now dominates other Census regions in share of total US population
  • 9. #inspire14#inspire14 Disruptive Demographics Variety of data inputs were required: US Census 2000, US Census 2010, Experian Estimates for 2013, Experian Estimates for 2018, IRS In-migrant/Out-migrant, By year, 2004 – 2010, Births and Deaths In-migration & Out-migration Files: 16 states x 6 Years x 2 files. This brings them together & cleans up into a table
  • 10. #inspire14#inspire14 Disruptive Demographics Five year county Migration: Brought all years together to get an aggregate view Population change by Store by MSA : MSA to County lookup file, join with Core datasets in Alteryx to get Population counts. Country Growth/ Decline Footprint map: Map out Belk’s 16 state footprint and color code the counties as Green – Growth, Red – Decline, and Empty color as Neutral.
  • 11. #inspire14#inspire14 Disruptive Demographics Using this analysis we created a county level growth map of the Belk footprint and identified where Belk store trade area includes growing vs. declining counties
  • 12. #inspire14#inspire14 Disruptive Demographics Specifically it helped us identify opportunities to open stores in counties that were growing, one example being Texas San Antonio Austin
  • 13. #inspire14#inspire14 Real Estate Analytics Our work in Real Estate Analytics is based on the network effect of stores
  • 14. #inspire14#inspire14 Real Estate Analytics Alteryx helps us analyze how our customers use our stores as a network to complete their purchases (SOR = Store of Residence) 1st Store 1st SOR 3rd Store 2nd Store 2nd SOR 3rd SOR 4th SOR Crabtree Store ($XMM) 4th Store Crabtree SOR ($XMM) Attract Retain Label SOR Sales to RALEIGH NC-CRABTREE Store % of RALEIGH NC-CRABTREE Sales Total SOR Sales 1st SOR RALEIGH NC-CRABTREE $27M 44% $47M 2nd SOR DURHAM NC $4M 6% $20M 3rd SOR RALEIGH NC-TRIANGLE $4M 7% $14M 4th SOR CARY NC $4M 7% $12M OTHER $22M 36% - Label Store Sales from RALEIGH NC-CRABTREE SOR % of RALEIGH NC-CRABTREE SOR Sales Total Store Sales 1st Store RALEIGH NC-CRABTREE $27M 58% $61M 2nd Store RALEIGH NC-TRIANGLE $6M 12% $17M 3rd Store CARY NC $4M 9% $15M 4th Store DURHAM NC $2M 4% $20M OTHER $8M 17% -
  • 15. #inspire14#inspire14 Strategic importance of this analysis Real Estate Analytics Based on customer purchase behavior, we are helping Belk evaluate: • Flagship designations and how customers utilize stores • Effectiveness of partial to complete store remodel projects • Plans for potential store relocation/ store remodel/ new stores • Document overall strategy for store portfolio across various store types
  • 16. #inspire14#inspire14 Vendor Scorecards Using Alteryx we analyze customer data and create quarterly vendor scorecards Customer Dashboard TY LY Var Var % TY LY Var Var % Total Sales Activity: 0 Transactions 119,490 98,085 21,405 21.8% 128,092 107,409 20,683 19.3% Sales $11,515,424 $9,459,161 $2,056,263 21.7% $12,654,911 $10,307,691 $2,347,220 22.8% Sales/Transaction $96.37 $96.44 -$0.07 -0.1% $98.80 $95.97 $2.83 2.9% Items 135,662 114,231 21,431 18.8% 148,377 126,723 21,654 17.1% Margin % 34.2% 39.4% -5.2% -13.1% 34.8% 37.9% -3.1% -8.2% AUR $84.88 $82.81 $2.08 2.5% $85.29 $81.34 $3.95 4.9% Total Matched Sales Activity: 0 Customers 44,061 38,590 5,471 14.2% 47,499 41,902 5,597 13.4% Sales $9,945,336 $8,301,790 $1,643,546 19.8% $10,882,999 $9,045,557 $1,837,442 20.3% Sls/Customer $225.72 $215.13 $10.59 4.9% $229.12 $215.87 $13.25 6.1% Visits 94,304 79,425 14,879 18.7% 100,620 86,575 14,045 16.2% Visits/Customer 2.14 2.06 0.08 4.0% 2.12 2.07 0.05 2.5% Sales/Visit $105.46 $104.52 $0.94 0.9% $108.16 $104.48 $3.68 3.5% Items 117,921 101,141 16,780 16.6% 128,840 112,059 16,781 15.0% Items/Visit 1.25 1.27 -0.02 -1.8% 1.28 1.29 -0.01 -1.1% AUR $84.34 $82.08 $2.26 2.8% $84.47 $80.72 $3.75 4.6% Margin % 33.7% 38.8% -5.1% -13.1% 34.1% 37.4% -3.3% -8.7% % to Ttl Sales 86.4% 87.8% -1.4% -1.6% 86.0% 87.8% -1.8% -2.0% 1x Only Customers: 0 Customers 26,110 23,325 2,785 11.9% 28,545 25,379 3,166 12.5% Sales $3,241,768 $2,849,973 $391,795 13.7% $3,602,947 $2,996,483 $606,464 20.2% Sales/Customer $124.16 $122.19 $1.97 1.6% $126.22 $118.07 $8.15 6.9% Margin % 35.1% 40.7% -5.7% -13.9% 36.5% 39.0% -2.6% -6.6% % to Ttl Customers 59.3% 60.4% -1.2% -2.0% 60.1% 60.6% -0.5% -0.8% % to Ttl Matched Sales 32.6% 34.3% -1.7% -5.1% 33.1% 33.1% 0.0% -0.1% 2+ Only Customers: 0 Customers 17,951 15,265 2,686 17.6% 18,954 16,523 2,431 14.7% Sales $6,703,568 $5,451,817 $1,251,751 23.0% $7,280,052 $6,049,074 $1,230,978 20.3% Sales/Customer $373.44 $357.14 $16.29 4.6% $384.09 $366.10 $17.99 4.9% Sales/Customer Multiplier 3.01 2.92 0.08 2.9% 3.04 3.10 -0.06 -1.9% Margin % 33.1% 37.8% -4.7% -12.4% 32.9% 36.5% -3.6% -9.9% % to Ttl Customers 40.7% 39.6% 1.2% 3.0% 39.9% 39.4% 0.5% 1.2% % to Ttl Matched Sales 67.4% 65.7% 1.7% 2.6% 66.9% 66.9% 0.0% 0.0% Top Customers (0 - 12 mos $200+) 0 Customers 13,557 11,625 1,932 16.6% 14,992 12,554 2,438 19.4% Sales $7,481,849 $6,159,145 $1,322,704 21.5% $8,242,600 $6,816,689 $1,425,911 20.9% Sales/Customer $551.88 $529.82 $22.06 4.2% $549.80 $542.99 $6.81 1.3% Margin % 37.6% 41.9% -4.3% -10.4% 37.4% 41.0% -3.6% -8.9% % to Ttl Customers 30.8% 30.1% 0.6% 2.1% 31.6% 30.0% 1.6% 5.3% % to Ttl Matched Sales 75.2% 74.2% 1.0% 1.4% 75.7% 75.4% 0.4% 0.5% New Customers: 0 Customers 30,841 32,620 30,840 1,780 5.8% Sales $4,962,764 $5,443,645 $4,972,281 $471,364 9.5% Sales/Customer $160.91 $166.88 $161.23 $5.65 3.5% Margin % 34.4% 36.0% 38.7% -2.8% -7.2% Growth Rate 79.9% 77.8% Existing Customers: 0 Customers 13,220 14,879 11,062 3,817 34.5% Sales $4,982,572 $5,439,354 $4,073,276 $1,366,078 33.5% Sales/Customer $376.90 $365.57 $368.22 -$2.65 -0.7% Margin % 33.1% 32.3% 35.7% -3.5% -9.7% Retention Rate 34.3% 35.5% Online Matched Sales Activity: 0 Customers 1 688 -687 -99.9% 395 689 -294 -42.7% Sales $44 $54,568 -$54,524 -99.9% $53,284 $61,295 -$8,011 -13.1% Sales/Customer $44.00 $79.31 -$35.31 -44.5% $134.90 $88.96 $45.93 51.6% Orders 1 731 -730 -99.9% 431 722 -291 -40.3% Orders/Customer 1.00 1.06 -0.06 -5.9% 1.09 1.05 0.04 4.1% Sales/Order $44.00 $74.65 -$30.65 -41.1% $123.63 $84.90 $38.73 45.6% Items 1 900 -899 -99.9% 482 951 -469 -49.3% Items/Order 1.00 1.23 -0.23 -18.8% 1.12 1.32 -0.20 -15.1% AUR $44.00 $60.63 -$16.63 -27.4% $110.55 $64.45 $46.09 71.5% Margin % 0.0% 50.3% -50.3% -100.0% 49.6% 51.9% -2.3% -4.4% % to Ttl Customers 0.0% 1.8% -1.8% -99.9% 0.8% 1.6% -0.8% -49.4% % to Ttl Matched Sales 0.0% 0.7% -0.7% -99.9% 0.5% 0.7% -0.2% -27.7% Unmatched Transactions: 0 Transactions 14,839 11,102 3,737 33.7% 16,227 12,217 4,010 32.8% Sales $1,570,088 $1,157,371 $412,717 35.7% $1,771,912 $1,262,134 $509,778 40.4% Sales/Customer $105.81 $104.25 $1.56 1.5% $109.20 $103.31 $5.89 5.7% Items 17,741 13,090 4,651 35.5% 19,537 14,664 4,873 33.2% AUR $88.50 $88.42 $0.08 0.1% $90.70 $86.07 $4.62 5.4% Margin % 37.2% 43.4% -6.2% -14.4% 38.8% 41.3% -2.6% -6.2% % to Ttl Sales 13.6% 12.2% 1.4% 11.4% 14.0% 12.2% 1.8% 14.4% Vendor: 1802411 - XYZ SPTWR Fall FY14 (12 mos) Spring FY15 (12mos) Data Timeframe: Fall FY14 02/03/2013 - 02/01/2014 ; Spring FY15 05/05/2013 - 05/03/2014 May 15, 2014
  • 17. #inspire14#inspire14 Digital Platform Analytics Using Alteryx we analyze our multichannel customer behavior and provide analytics to business stakeholders
  • 18. #inspire14#inspire14 Marketing Analytics For Marketing, we generate weather reports, campaign level reports and several other customer shopping reports
  • 19. #inspire14#inspire14 Belk’s Analytical App Gallery
  • 20. #inspire14#inspire14 This is just the beginning… What’s Next • Create more apps for existing reports and provide training to stakeholders for self-service • Deeper dive into Real Estate Analytics • Connect into Teradata EDW and create automated reports combining data from EDW and Customer database • Assist merchandising groups with defining and enhancing category strategies • Proactive analysis for Finance, Real Estate, Merchandising, Marketing, Omnichannel and Stores
  • 21. #inspire14 THANK YOU!