Womenswear retailer Monsoon Accessorize IT & Ecommerce Director John Bovill explains his hopes for the Project Customer big data project at multichannel consultancy Practicology's 2016 client conference.

1. Project Customer
story so far…
July 2016

3. Phase 1
Early eCommerce
Phase 2
Multi channel
Phase 3
Transitioning
Phase 4
“connected enterprise”
• Siloed sales
channel
• Product and
store metrics
• Integrating
functions
• Channel
metrics
• Unification
of Data
• Customer
metrics
• Predictive
Analysis 360°
• Transformed
value chain
3
Connected Enterprise

4. Time
CustomerSatisfaction
IoT
Web
Stores
Mobile
Multi
Omni
Coping Creaking Broken
2016
BANG
Prediction

5. data & analytics “available, anytime, anywhere” through the eyes of the customer
Customer
Acquisition
• Reduce marketing
expenditure with Media
owners such as Google
• use combined customer &
product data to open up new
more cost effective marketing
channels
Consumer Proposition & Experience
Consistent positive and frictionless customer experience across ALL channels and ALL
mobile devices
People Process Compliance Technology
Product &
Trading
• Reduce excess stock by
matching product to
customer base
• Offers and Promotions
created by combining
customer and product
data
Customer
Sales/Retention
• Increase size and
frequency of purchase via
relevant communication,
appropriate promotions
and the right type of offer
Vision

6. Store Assisted Sale
Single Stock View Single Customer View
Concessions
Marketplaces
“eyes of the customer”
personalisation
Sell from any Location
internet point of presence in stores, device agnostic, browser based deployment to stores
Strategy

7. Lucidchart - Diagrams Done Right
Solution

8. Customer
Data
Digital
Behaviour
Social
Context
Attitude
Demographic
Market
Usage
Transaction

9. Design Thinking
“Design thinking is a human-centered approach to innovation that draws from the
designer’s toolkit to integrate the needs of the people, the possibilities of
technology, and the requirements for business success.”
Tim Brown
President & CEO, IDEO

10. Distance between Decisions and Data
1. Democratisation / Blue Sky:
a. Open forum to “build up” ideas & engage with the user community
b. Encourage those who challenge to work with those with experience
2. Pro-active / Prescriptive Analytics:
a. Real time views to determine actions, rather than historical data
b. Understand the impact of future scenarios.
c. Provide less information by asking the right questions
3. Automation:
a. Once a new culture is introduce, automation is the next step.
b. Use models to drive updates

11. Approach
Change Culture to Improve
DISCOVER
EXPLORE
MAP
CREATE
DESIGN
THINKING
Overinvest in managing the change in your team -
75%+ of your effort

12. Integrated Team
Think Differently
Hypothesis
Development
Data
Wrangling
Analysis &
Visualisation
Hypotheses:
1) Current Product - Multi-Channel data can help us
maximise current product sales
2) Staff Turnover - Staff turnover reduces satisfaction and
customer profit
3) Concessions - Are Customers in Concessions Different
4) Availability - Grow existing customer sales by optimizing
stock availability
5) Acquisition - A Personalised service across ALL brand
touchpoints will be easier and more profitable

13. Hypothesis
“staff turnover reduces satisfaction and customer profit “