Online pure-play retailer Shop Direct is doubling down on customer engagement and loyalty with a new tech partnership
The company has extended its relationship with SAS and is now using SAS Contextual Analysis to deepen its real-time insight into customer buying behaviour.
can now identify where it can strengthen its relationships to keep customers returning to the brand.
It can analyse customer's verbatim feedback and understand its Net Promoter Score to spot areas for improvement in its business.
Additionally, the company is taking advantage of SAS
analytics to reduce churn. It has built a series of models to detect when customer behaviour changes and uses these insights to take targeted action that strengthens the relationship and entices customers back.
It is also applying the technology to analyse credit risk in the financial services side of its business.
"If customers choose to share their data with us, they expect us to use it to personalise their experience," said Neil Chandler, CEO of financial services at Shop Direct. "It's not just about showing relevant products and promotions to our customers - we want to make sure they arrive at the right time and via the right channel. SAS provides a strong modelling environment for us to test and learn how customers respond to the personalised experience
we offer them, helping us on our journey of continuous improvement."