Customer analysis software lifts Iceland home delivery
Iceland has netted a return on investment within months of implementing a customer analysis and market visualisation system that is enabling it to improve its marketing and home delivery service.
The supermarket has used GMAP Consulting’s Microvision software to analyse data on regional marketing gathered between October and December last year and help it shape campaigns in the run-up to Christmas.
Iceland customer data insight manager Sarah Kirwan explained that the company has been able to assess the success of different combinations of marketing media in different areas. She said: “We do a lot of regional marketing and we wanted to look at how spend has affected performance.”
The software is also being used to profile the type and location of customers using its home delivery service, so that it can target further stores where the service is most likely to succeed.
According to Kirwan, the software has paid for itself within months through improved sales, although it also allows the retailer to better control cost.
“It is mainly about increasing sales,” she explained. The software can also look at home delivery data in terms of cost management.
She added that no stores have yet withdrawn the delivery service as a result of the analysis.
In addition, Kirwan says the maps that the software can create to visualise sales by geography are proving a useful addition to its normal performance reports.
