Shop Direct delivers award-winning, personalized customer experiences with SAS®
Shop Direct has transformed from a traditional catalogue business into one of the UK’s leading digital retailers, with annual sales reaching nearly US$2.5 billion. To spur its commercial success, the company places emphasis on crafting a winning customer experience.
“We aim to provide our customers with a world-class shopping experience, whatever their interests and fashion style,” says Neil Chandler, CEO of Financial Services at Shop Direct. “In practice, this means we need to think carefully about all aspects of the customer experience, so when shoppers interact with us – by opening an email or text, or by visiting our website – they see content that is interesting and relevant to them.”
SAS provides a strong modeling environment for us to test and learn how customers respond to the personalized experience we offer them, helping us on our journey of continuous improvement. Neil Chandler CEO of Financial Services Shop Direct
Harnessing powerful analytics
To deepen its understanding of each shopper’s preferences and style, Shop Direct examines customer data using powerful analytics from SAS. For several years, the company has relied on SAS Enterprise Miner and SAS Visual Analytics for predictive modeling and data visualization capabilities.
“Here at Shop Direct, we always seek to work with the most forward-thinking partners, and SAS definitely fits the bill,” Chandler remarks. “SAS has consistently challenged us and guided us to unlock the power of our data. When we have questions or encounter difficulties, SAS acts quickly to help.”
Gaining bags of customer insight
The SAS solutions enable Shop Direct to gather, store and comb through massive quantities of granular customer data within very short time frames, helping pinpoint the products most likely to be relevant to each individual customer.
“If customers choose to share their data with us, they expect us to use it to personalize their experience,” Chandler says. “For example, if they inform us about a fashion preference, we have the capability to prioritize search results so the first items they see are the ones they are most likely to purchase.
“It’s not just about showing relevant products and promotions to our customers – we want to make sure they arrive at the right time and via the right channel,” he continues. “Some customers like to shop on their tablets, some respond best to in-app messages and others prefer emails. SAS provides a strong modeling environment for us to test and learn how customers respond to the personalized experience we offer them, helping us on our journey of continuous improvement.”
Shop Direct – Facts & Figures
products sold annually
visits to its websites daily
of online sales come from mobile devices
Shop Direct’s efforts have paid off. The company has bagged a number of retail awards, including a technology award from the prestigious publication Retail Week.
Building on its capabilities, Shop Direct uses SAS to analyze a customer’s verbatim feedback to understand the Net Promoter Score and spot areas for improvement in its business. Additionally, the company is taking advantage of analytics to reduce churn.
“We are using SAS to identify cases where we think we need to work on the customer relationship,” Chandler says. “That could be when customers start to shop a little less with us, or when they don’t respond as well as we had hoped to an offer. We have built a series of models to detect this type of behavior and work out what went wrong. For example, perhaps the promotion was great, but it came at the wrong time. Equipped with those insights, we can take targeted action to strengthen our relationship and entice customers back."
In the financial services part of its business, Shop Direct employs SAS technology to analyze credit risk. To manage the suite of analytical models in place across the organization, Shop Direct relies on SAS to reveal which models draw the most accurate predictions and which require refining.
“Over the last few years, we’ve been on a phenomenal journey, and SAS has helped us make great strides toward our goal of becoming a world-class digital retailer,” Chandler concludes. “In the fast-paced retail market, SAS plays a crucial role in helping us stay at the forefront of technological and customer-driven change.”
본 문서에 나오는 결과는 본 문서에 설명된 특정 상황, 비즈니스 모델, 데이터 입력 및 컴퓨팅 환경에 적합하게 되어 있습니다. 각 SAS 고객의 경험은 고유한 것으로, 비즈니스 및 기술적 변수에 따라 달라집니다. 따라서 모든 서술은 비전형적인 것이라는 점을 고려해야 합니다. 실제 절약, 결과 및 성능 특성은 개별 고객의 구성 및 조건에 따라 달라질 수 있습니다. SAS는 모든 고객이 비슷한 결과를 달성할 수 있다고 보증하거나 진술하지 않습니다. SAS 제품과 서비스에 대한 유일한 보증은 해당 제품 및 서비스에 대한 서면 계약의 보증서에 명시되어 있습니다. 본 문서의 어떠한 내용도 추가 보증을 구성하는 것으로 해석될 수 없습니다. 고객은 SAS 소프트웨어의 성공적인 구현에 따라 합의된 계약적 교환 또는 프로젝트 성공 요약의 일환으로 성공 사례를 SAS와 공유했습니다. 브랜드 및 제품 명칭은 각 기업의 상표입니다.