CCG Analytics Launches Customer Intelligence for Retail

Early Adopter vineyard vines Realizes 150 Percent Return on
Investment in First Year of Utilizing Solution

LAS VEGAS–(BUSINESS WIRE)–lt;a href=”https://twitter.com/hashtag/Analytics?src=hash” target=”_blank”gt;#Analyticslt;/agt;–Shop TalkCCG
Analytics
(CCG) has launched Customer Intelligence (CI) for Retail,
an analytics platform designed to help mid-market retailers improve
customer acquisition and retention, uncover business insights and extend
reliable customer data throughout the entire organization. Early
adoption of the solution by vineyard
vines
netted the American clothing and accessory retailer a more
than 150 percent return on investment in the first year of utilization
through more personalized campaign development and a better
understanding of customer buying behaviors.

CI for Retail consolidates and analyzes data from all marketing
applications, operational systems and third-party software for access to
a complete view of customer buying behaviors, preferences and
interactions. Developed for marketers but serving as a foundation for
enterprise-wide initiatives, CI for Retail replaces disparate customer
data and best-guess targeting with a single, unified platform offering
real-time analytics, dashboards, self-service reporting and machine
learning. Built on Microsoft cloud technologies, Azure Data Warehouse is
at the center of the platform, and Power BI provides front-end reporting
and advanced data visualizations.

vineyard vines, whose brand was built on putting the customer first and
an “Every day should feel this good” philosophy, needed advanced
analytics capabilities to support the same level of sincere, personal
service that molded their business 20 years ago. CI for Retail was
implemented to help the vineyard vines marketing team better visualize
and understand their rapidly growing customer base, optimize their
omnichannel strategy, and ensure customer data was easy for all
departments in the organization to access, interpret and act on.

Through transactional and demographic append data, vineyard vines was
able to identify a large audience of women purchasing men’s and/or
children’s products but not purchasing for themselves. To increase this
segment’s customer lifetime value through cross-department shopping, the
marketing team deployed a targeted women’s editorial mailer with an
offer valid exclusively on women’s products. The campaign drove
approximately 46% more per mailed piece than the 2018 average, led to
the deployment of an additional send in H2 of 2018, and served as a
springboard for testing similar strategies for other customer segments.

“This is illustrative of what can be discovered by opening up visibility
into consumer behavior,” said Chris Fitzpatrick, vice president of
business analytics and strategy at vineyard vines. “The ability to
unlock a more granular understanding of vineyard vines customers and
support more personalized campaign development represented an ROI of
over 150 percent in the first year of the platform being
operationalized.”

vineyard vines also leveraged CI for Retail to drive coveted holiday
sales. “We were retaining existing customers very well, but during the
2018 holiday season we noticed a dip in customer acquisition rates,”
said Fitzpatrick. “We were quickly able to act off this information and
implement two credit card acquisition partnerships that targeted our
best potential customers, resulting in a very successful holiday period.”

CI for Retail is helping vineyard vines drive additional revenue
opportunities across real estate, e-commerce and merchandising
functions. The platform has enabled the retailer to accurately measure
the incremental value of new brick and mortar stores against their
overall business, develop a website personalization strategy to increase
online sales, and better understand buyer demographics.

“It’s very difficult to keep pace with today’s discerning omnichannel
customer, given the numerous touchpoints and vehicles retailers must use
to attract and retain their most valuable customers,” said Dan
Rodriguez, chief product and strategy officer for CCG. “Retailers need a
solution that can quickly adapt to market fluctuations and continuously
evolve with the business. CI for Retail’s SaaS-based platform supports
this agility in a way that traditional on-premise solutions can’t. We
developed CI for Retail for innovative retailers like vineyard vines who
want to gain greater visibility into the entire customer journey and
provide truly customer-centric experiences.”

About CCG

CCG is an award-winning advanced analytic and data management consulting
partner with a passion for helping businesses define a transformative BI
strategy, maximizing software investments to overcome real business
challenges through the transformation of data into intuitive and
actionable insights. CCG’s team of business-minded technologists focus
on quickly gaining a big-picture understanding of its customers’
businesses to implement tailormade data analytic solutions, empowering
customers with a platform for data-driven decision-making and
forward-thinking insights. Partnering with CCG enables organizations to
leverage internal, external and big data along with human capital as a
competitive advantage to reveal answers, look ahead, see farther and go
faster.

Contacts

MEDIA CONTACTS
Amy Legere / 781-454-8381
[email protected]

Jennie
Treby / 727-492-8588

[email protected]

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