New data mining and business intelligence tools will help retailer optimise online channels as part of multichannel growth strategy
Brooks Brothers, the oldest apparel clothier in the US, has revealed it will adopt a new decision intelligence tool from eCommera called DynamicAction.
Designed to turn big retail data into prioritised actions, its developer said DynamicAction integrates siloed data into a commerce-specific cloud solution, which will allow Brooks Brothers to identify optimisation opportunities to improve its overall online performance.
Improving evaluation of returns
The retailer currently operates over 300 stores around the world, as well as a dynamic e-commerce site. The DynamicAction tool will enable the brand to ascertain the economic value of specific projects to justify future IT investment, as well as drill down into micro-activity, such as evaluating return on marketing spend.
Ken Seiff, direct and omnichannel executive vice president at Brooks Brothers, stated: “Online merchandising optimisation requires hundreds if not thousands of decisions every day. And often even the simple act of identifying all of these opportunities is extremely challenging. eCommera’s DynamicAction product is thoughtfully designed to highlight these decisions and make them actionable.”
Retail Technology also recently interviewed Brooks Brothers’ director of analytics about the retailer’s use of e-commerce testing and optimisation technology Monetate ( Retail Technology January/February 2013 issue, p12).
