CSDCI - AllBeauty
ALL BEAUTY
Discover the value of your customer data
As a pure-play online health and beauty retailer All Beauty have a lot of customer data but a limited understanding of who their customers are.
We were brought in to profile their customer data and show them the value of this untapped asset. And as this was a toe in the water exercise the budget was small, so we needed an affordable solution
The starting point was understanding what data was held and then deciding what data we would use. This required us to determine the data variables that we needed extracting such as categories shopped, brands bought, order value and frequency. We then sliced and diced the data to analyse customer transactional behaviour to decide on the scope of the data profiling activity.
We eventually decided that there were 25 customer profiles that would gives us a clear picture of who All Beauty’s customers are and how they differ by spend patterns, product categories, location and brands.
We profiled using a market leading geo-demographic classification at both group and type level which also allowed us to compare All Beauty’s customer against the UK population so we can see where they were over or under-represented.
The profiling provided a vast number of outputs that we analysed and interpreted to determine what the profiling was telling us and we put our key findings into an easy to understand presentation.
The good news is that All Beauty now have some very clear insight about their customers and are using this to drive a number of key business initiatives.