The Client
A $5 billion a year retailer

The Problem
Company sales are flat and margin is starting to erode. Need some way to establish and maintain a competitive advantage in the marketplace.

Swat Approach
Reviewed current database capabilities, marketing plans, market research and data mining capabilities. Talked to senior management to understand long-term vision for the company.

• Developed plan for outsourced database to begin collecting and using customer information.
• Reduced advertising expenses by segmenting audiences and matching current purchasing to segments.
• Instituted data mining to better understand customer segments and increase effectiveness of direct to consumer advertising.
• Instituted new tracking program to capture more consumer data and tie it to individual purchases.
• Tested new loyalty program ideas to understand how they might impact future retention.
• Developed new segmentation system that was introduced to the field sales organization in order for them to better serve their customers.
• Developed local marketing plans to utilize the data and move from a one size fits all to a more targeted approach.
• Worked with key suppliers to “share” data insights and help develop more profitable strategic partnerships.

The Results
Regained sales growth in 2004, after two flat years.