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