Location intelligence enhances customer knowledge, helping Marks & Spencer drive retail success
Understanding the customer: One of the UK’s leading retailers, Marks & Spencer, offers stylish, high quality, great value clothing and home products, and outstanding quality foods — all responsibly sourced from trusted suppliers. To compete in a dynamic market, Marks & Spencer maintains a major program of ongoing evolution and development across its stores and product groups.
Analysts within the CIU are tasked with establishing a better understanding of Marks & Spencer customers and their relationships with stores.
To support this drive, the Customer Insight Unit (CIU) runs regular analysis and planning based on customer behavioral data. This analysis is used for site planning, customer mobility evaluation, and drivetime estimates, amongst others.
The analysts in the Customer Insight Unit saw a need for a sophisticated tool to help them interpret customer data for estimating store performance and acquiring a better understanding of their catchment areas and general customer shopping behavior.