Shop Direct drives ground-breaking personalisation with SAS® Analytics

UK retailer personalises online shopping using SAS® Customer Intelligence solutions, SAS® Cloud Analytics, SAS® Visual Analytics, SAS® Solutions for Hadoop

Thanks to SAS, the world's leading analytics provider, Shop Direct customers will now be able to benefit from even more personalised product displays - highly targeted to improve the overall shopping experience. They will enjoy increased levels of personal engagement with the etailer where behaviour is more accurately predicted and where product displays will be based on browsing and a wealth of customer and transaction data.

Shop Direct, the UK's second biggest online pure-play retailer, has 4 million customers that shop on the, and websites. SAS® Customer Intelligence solutions coupled with SAS® Cloud Analytics, SAS® Visual Analytics and SAS® Solutions for Hadoop will help Shop Direct's website learn from individual consumer behaviour then adjust what products are displayed in real time. SAS will help the retailer convert browsers to buyers more often by balancing customer needs with customer value and risk.

Alex Baldock, Group CEO at Shop Direct, commented: "We're all about making it easier for our customers to shop. That's why we're passionate about personalisation. We want to tailor everything for our customer; the shop she visits and how we engage with her before, during and after she's shopped. Our partnership with SAS will allow us to get even better at using data analytics to show our customers the right products at the right time to capture her attention."

Shop Direct is at the forefront of digital and mobile retailing. Now, 100 per cent of its transactions take place online, with over 63 per cent of those completed on mobile devices. During the last 12 months, SAS has helped Shop Direct successfully build a system capable of analysing two years of historic customer, sales and inventory data in real time.

SAS provides Shop Direct with a flexible, hosted suite of data management, analytics, data visualisation and real-time decision capabilities. This combination allows multiple users to explore massive volumes of data, then create descriptive, predictive models. Shop Direct now can organise, integrate and analyse its data, then present it in a format that's easy to act upon and friendly to casual business users.

Mark Wilkinson, SAS Regional Vice President – Northern Europe and Russia/CIS, commented: "What Shop Direct is doing in terms of personalisation is cutting edge for the retail industry. In the information economy it's crucial for organisations to maximise the use of data, so they can tailor customer experiences and differentiate services. With SAS Cloud Analytics, Shop Direct can manage, process and analyse big data to better understand customers and offer more personalised services within an agile, real-time context."

To find out more about how to drive personalisation, read this report entitled Build Loyalty with a Personalised Digital Experience.


About SAS

SAS is the leader in analytics. Through innovative software and services, SAS empowers and inspires customers around the world to transform data into intelligence. SAS gives you THE POWER TO KNOW®.

About Shop Direct

Shop Direct is the UK’s second largest pureplay online retailer, with annual sales of £1.8 billion. Our digital department store brands are, and, and receive 1 million website visits a day, with over 63% of online sales completed on mobile devices.

We exist to make good things easily accessible to more people. With our department store range of famous brands, market-leading ecommerce and technology capabilities and unique financial services products offering flexible ways to pay, we’re well placed to deliver on that promise.

We sell more than 1,100 famous brands, including big name labels and our own exclusive brands. We have 4 million customers and deliver 48 million products every year. Our free click and collect service delivers to 5,800 stores across the country, increasing ease and convenience for customers. For more information on Shop Direct, visit or follow us on Twitter at @ShopDirect.

Editorial contacts:

Back to Top