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e-Intelligence and e-CRM in a competitive new economy Dorte Ransby May 30, 2001 SEUGI 1 Agenda • Haburi.com • Challenges • Need for fact based decision making • E-Intelligence as a navigation tool • Data Warehouse, Data Mining, and CRM in closed loop 2 3 world class online platform and marketplace for effective branded stock ”We want to create a clearance” 4 Sometimes it pays to be no. 1…. • HABURI was established october 1999. The business went live on the internet April 14th 2000 (14 countries) • Funds of approx. 20 mio. USD raised to finance the development, launch and growth of the company so far • 40 employees in Copenhagen, London, Paris and Cologne • Revenue above 2 mio. USD in 2000 and the target for 2001 is approx. 8 mio. USD • The revenue in 2000 equals 32.000 orders which in 99,5% of the cases were delivered within 5 days 5 1 year later: A highly advansed retail company • A business system fully digitialised • Sophisticated CRM potential • Agreements with 70+ Brand Owners • European market leader • A strong management team with a substancial retail experience... • … who perform according to ambitious targets! 6 Learnings for 2000 and beyond… Before August After August Off-line advertsing On-line advertsing Many countries Few countries Traffic Member acquisition Low mail frequency High mail frequency 7 k 16 14 12 8 10 6 4 2 52 50 48 46 44 42 40 38 36 34 32 30 28 26 24 22 20 18 16 W ee Member population by week 8 Customer relations and Customer knowledge are the backbone of our business “Retail is detail” 9 Challenges year 2000 • • • • Financial market crashes April 2000 Investors reluctant Change of strategy Attention on traditional business rules Plan: • ”Turn Profit Faster” • Member Acquisition and Customer Retention • Logistics and distribution • Business Intelligence.... 10 Challenges year 2001 $ $ Continue Member acquisition Visitor Convert +500.000 members into buying customers Member Retain customers (loyalty) Accomplish budgetted growth Customer Secure ”break even” in Q4 HABURI is GREAT! Loyalty Ambassador 11 Pre-requisities • An efficient data- and intelligence platform • Complete integration of systems/information • The proper tools and…. • ….retail attitude and ability to execute!! 12 System overview Customer HABURI Team Databases Warehouse ERP Shop DWH •Content Managemment •Reporting •Query tool •Admin CRM 13 BI Landscape in HABURI Management Dashboard Line specific MDDB’s Analytical CRM 14 HABURI Dashboard and MDDB’s • 25 KPI’s measured against targets on – Daily basis – Month-to-date – Year-to-date • Support decisions in the area of – Sales – Sourcing – Marketing – Production 15 Faster, better decisions on... • • • • • • • • • What is driving sales Frequency of CRM mails to customers Target customer segment for new products Type of campaigns Content of campaigns Customer acquisition Drivers of basket size Products to be sourced Prizing of products 16 Introduction of Lego Kids Wear • • • • • • 10 styles as a test Mailing to 100.000 members of Club HABURI 80% of the stock sold in 4 days Lego Wear counts for 16% of the products sold Who buys Lego Wear? What else did they buy? 17 18 19 Top 10 brands in Lego Basket Brand Valentino Happy Harry Little Sister Miller Junior Tigers Zophie Marlboro Classics Helly Hansen Dolce Gabbana Jackpot N 139 67 65 6 out of 10 are Children brands 62 57 55 48 Next step: Segmentation 44 43 39 20 The HABURI.com marketing set-up 1. Attract 2. Retain 3. Extract Extraxt value from the members by new offerings Keep the member loyal to HABURI by tailoring all points of contacts in accordance with his needs/preferences. Attract visitors who sign up as members and get them to buy. Members are subject to dialogue. 21 Analytical CRM – Data Mining • Customer Knowledge • Customer Segmentation • Prediction of Customer Behaviour • Basket Analysis – X-sale • Buying Sequence Analysis • Click stream Analysis 22 CRM implementation 23 24 The e-Intelligence Process at HABURI... eCRM Complexity One-2-One Marketing “Closed loop” External reporting Data Mining Marketing analysis Business follow up Launch (Management Dashboard) Time 25 Nothing replaces a thorough analysis combined with commen sence…. 26 Thank you for the attention... Buy your favorite brands NOW at www.haburi.com Contact: [email protected] 27