The objective was, among other things, to build synthetic views of the customer bases of the different Houses of the group in terms of:
1) “Profiling”: gender, age, nationality, segments, etc.
2) “Purchasing behaviors”: recency, frequency, annual expenditure, average basket, basket content
…to identify population segments (e.g., “top clients”, “resellers”, “personal shoppers”) with common characteristics and, for each of them :
1) Increase customer recruitment
2) Encourage up-selling and cross-selling of customers (both online and in physical stores)
3) Reduce customer churn
In addition to these customer-centric analyses, eleven assisted the strategy teams of this luxury leader in identifying and analyzing correlations between the online performance of the Houses (incl., search, reputation on social networks) and their financial performance.