Omni-channel strategy optimization for fashion retailer

Client

 Leading US-based fashion retailer with online and brick & mortar store presence

OPPORTUNITY

The client’s omni-channel strategy had made their conventional market mix modeling strategies obsolete. The client was also looking to craft a strategy to attribute the returning revenues in the buyer journey.

SOLUTION

SG Analytics team had multiple conversations with the client teams (online/store) to understand the intricacies of their business, and devised the following solution:

  • SG Analytics DA team developed a framework to mix traditional and unconventional techniques and deliver a seamless marketing mix plan
  • The SG Analytics team developed applications using portal APIs and custom code for aggregating data from web
  • For ease of primary analysis and modeling, SG Analytics team defined the business rules to standardize the data and brought all data sources at the same level
  • SG Analytics team built a visualization layer over the model to improve consumption of the model as well as the metrics

VALUE DELIVERED

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1
Provided insights on the marketing mix plan including saturation level of channels and best performing channels.
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2
Delivered seamless marketing mix methodology covering online + brick and mortar channels.
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3
Allowed business users to design scenarios and predict the effect of changes in marketing strategy.