用消费者洞察和分析为满屋子的新顾客和忠诚顾客提供优质服务
公司规模
Mid-size Company
地区
- America
国家
- United States
产品
- Consumer Insights & Analytics
技术栈
- Data Analytics
- CRM
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Brand Awareness
技术
- 分析与建模 - 大数据分析
适用行业
- 零售
适用功能
- 销售与市场营销
- 商业运营
用例
- 补货预测
服务
- 数据科学服务
关于客户
客户是一家销售现代美国制造家居用品和配饰的全国性零售商。该公司成立于 1980 年，致力于帮助客户布置他们喜爱的家。他们的理念是，优秀的设计应该是美观、实惠和经久耐用的。该公司的核心价值观包括美国制造、可持续设计、天然材料、价值和卓越的客户服务。他们目前有 12 家门店，并计划今年在马萨诸塞州波士顿和纽约市再开设 2 家门店。
挑战
这家美国制造的现代家居用品和配饰的全国性零售商面临着挑战，他们不知道何时增长、如何增长、向谁增长以及在哪里增长。他们很难在购买周期中确定向消费者介绍其品牌的正确时间。他们的客户获取策略不是以数据为导向的，导致了一种对所有客户都一视同仁的无差别方法。他们也不确定未来的消费者以及如何接触他们。最后，他们的零售扩张目标与他们的客户获取和发展战略不一致。
解决方案
该公司决定利用分析来解决他们的挑战。他们使用数据来确定消费者在购买周期中最有可能购买家具的关键时间。这使他们能够同步营销信息以获得最佳时机。为了吸引客户，他们细分了他们喜欢的受众，并尽可能多地了解每个受众。这导致了多渠道和多点触控营销视角。为了确定未来的消费者，他们研究了年龄、教育、位置、婚姻状况和世代等因素。然后，他们将这些特征转化为 Mosaic® USA 细分。对于零售扩张，他们将客户获取和保留策略纳入市场规划流程。他们使用 CRM 数据深入了解新站点附近客户的特征。
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