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JD Williams creates multi-channel customer insight with Celebrus
15
Nov '11
JD Williams, the Internet and catalogue home shopping company, is working with Celebrus Technologies, the online customer intelligence provider, to give customer insight into its six million customers' behaviour on the e-tail sites of its 35 brands, and thus improve the relevance of each individual marketing interaction and better understand customer preferences with the use of Celebrus.

JD Williams needed a way of capturing customer data and integrating it seamlessly with the Teradata datawarehouse. The company therefore adopted Celebrus Technologies software to capture clickstream information and incorporated that data within the Teradata TCRM system creating individual customer profiles to support ongoing marketing campaigns.

Combining real time and near real time online information from Celebrus Technologies with offline information within JD Williams' existing Teradata datawarehouse has transformed customer understanding, ensuring the company can understand what customers 'intended to buy' as well as 'what they purchased' through the multi-channel customer insight.

N Brown Group plc, and its principal subsidiary, JD Williams, is a £719 million ($1.1billion) Internet and catalogue home shopping company, with over 140 years of experience in the distance shopping market. The company is the UK's largest Internet and Catalogue fashion retailer, operating over 35 different brands and specializing in providing fashionable products in larger sizes.

Investing in Teradata software in 1990, JD Williams had so far achieved an in depth understanding of its customers across its mail order and telephone channels. Since the initial investment into customer data hubs was made, the company has created a corporate datawarehouse that holds 95% of all JD Williams' data and delivers a single version of the truth that is used by over 800 staff.

Over the past few years however, JD Williams has seen its online business grow significantly, with Internet sales now representing 46% of annual turnover. JD Williams therefore needed a way of capturing this online customer intelligence to the same extent as was already being achieved for its offline channels.

The company therefore adopted Celebrus Technologies' software to capture clickstream information and incorporated that data within the Teradata TCRM system, creating customer data hubs to support ongoing marketing campaigns while giving a multi-channel customer insight.

Neil McGowan, CIO of JD Williams, comments, "Adding individual customer information from the online channel has allowed us to achieve more focused customer segmentation and undertake marketing campaigns based on deeper customer understanding to improve relevance and experience. Integrating it with the Teradata warehouse ensures online customer intelligence can be combined with buying behavior across the other channels, to create a complete 360 degree view of the customer - what is now referred to as a customer data hub."

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