Analytics case study: Shop Direct
This report examines how online and catalogue retailer Shop Direct uses its Enterprise Data Warehouse to store and analyse a granular level of customer and visitor behaviour to gain a fuller understanding of the customer journey and use it to help improve shopper engagement and customer service.
MWD case study reports are designed to help organisations considering or actively working with analytic and information management technology understand how others have worked to obtain benefits from implementation, and how they have worked to overcome challenges that have arisen along the way. All MWD's case study reports follow a standard model, and are researched using a standard process which is driven by senior MWD analysts.
- Shop Direct is one of the UK's largest online and catalogue retailers. The company's roots can be traced back over 80 years but it was established in its current guise through the merger of the Littlewoods and Shop Direct home shopping companies in 2005.
- As Shop Direct made the transition from a traditional paper-based catalogue business to an online retailer it recognised the need to tap into the huge amounts of digital data generated by many of its online channels.
- By getting a richer view into the customer journey across mobile devices Shop Direct has been able to understand where people are dropping out in the journey and segment this by customer type. Similarly by utilising multivariate and A/B testing the company has been able to design and optimise the online customer experience and use the insights produced to continuously improve it.
table of contents
- Case study key facts
- Company background
- Project background
- Implementation characteristics and status
- The approach
- The results
- Recommendations for adopters
- Best practice insights