With 68 stores in the UK, nine in the Middle East, print catalogues, website, iPad catalogues, and mobile web, Lakeland has evolved a strong business with a first class reputation for exemplary customer service and innovative products. With high volumes of transactional and customer data from all strands of its omnichannel trading, Lakeland has chosen the Dynamic Action solution from OrderDynamics to integrate on and offline marketing, merchandising, operations and returns data to identify actions to improve the customer experience and enhance its profitability.
With thousands of products onsite and hundreds of thousand of visitors each week, Lakeland’s servers present tens of millions of pages to customers each month. Ensuring that every one of these interactions is exceptional and that each marketing investment is being optimised creates a serious challenge. Management reporting usually comprises aggregated and averaged KPIs, beneath which a myriad of issues can be hidden. The Dynamic Action solution detects signals in this “noise” and converts them into specific action lists, prioritised by impact on profit.
“Retail is becoming increasingly complex with interactions across advertising, merchandising, segmentation, personalisation and promotion. It is getting harder and harder for the modern shopkeeper to work out cause and effect and to know which challenges to tackle first,” said Lakeland marketing director Tony Preedy. “Dynamic Action will alllow Lakeland to garner the deep insight needed to optimise our operation, striking a balance between sales and cost to drive greater profitability. Being able to see and take action on all of your data holistically is no longer a nice-to-have, it’s necessary to enable customers to be served well and, I think, is critical to the success of omnichannel retail organisations.”
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