Retail

The group receives millions of visits each year through its 300 stores across 13 countries, its mobile app, and its website.  Next to these, the brand receive millions of tags through social media. 

 

They already has state-of-the art digital marketing infrastructure, and personalized shopping experience at its stores through tablets for its store representatives.  In order to leverage this infrastructure and make best use of its data, Ipekyol wanted to tap into the power of advanced analytics and partnered with Prometa.ai.  

 

Following our business impact-driven approach, we performed a benchmarking of their brand’s sales effectiveness, level of personalized experience, customer retention, and analyzed various data sources, all within the regulatory boundaries and customer promise of Ipekyol.  

 

Results of these analyses were synthesized in a  business case and implementation plan, and secured commitment for the implementation of the program.

 

The “Advanced analytics based marketing program” entails several analytical models that work in conjunction with each other, coordinated through an overlay “orchestrator model”.  For these we combined the open source body of knowledge with our proprietary models, taking into account specificities of the fashion product-cycle, multi-channel customer behavior and integration requirements.

 

Five different machine learning models were developed and integrated to work seamlessly together, providing a robust solution that drives meaningful insights and actionable outcomes, resulting in;

 

• High degree of personalization

• Significantly improved offer pick-up rates, cart-to-sales ratio and upsell

• Reduced customer churn

• Effective use of non-digital and outbound channels including stores and push notifications/SMS

• Reduced stock to sales ratio