CASE STUDY — RETAIL
£20M
£20M in sales from an AI experience built market by market
£20M in sales from an AI experience built market by market
A European home-improvement retailer needed one customer view across territories. An AI-led digital experience, a new CRM platform and cross-market analytics fed targeted activation.
- Industry
- Retail
- Business size
- Enterprise
- Marketing type
- Growth · Product
- Capability
- Ecommerce · CRM · Data & analytics · AI
Challenge
A multinational retailer needed to reinvent the experience for their audience. That covered everything from understanding the customer through to delivering an experience that met their needs, so they could stand out in a fast-moving market.
Solution
Three independent solutions.
First, a cross-market analytics platform on Google Analytics: ongoing reporting and insight, and the foundation for targeted and personalised marketing.
Second, a CRM platform giving one central view of the customer. That made CRM programmes across their brands more efficient, and it joined the digital data to the offline data from the stores.
Third, an experience unique to them, and an early case of AI in production. Image recognition let a customer scan a product and land straight on it — or on something like it — on the website. Visual search was new to the industry, and this was a practical use of it at the right moment.
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