The company has evolved from a traditional catalogue business to become one of the UK's leading digital retailers, which annual sales of nearly £1.9bn, selling everything from the latest fashion to electrical appliances.
As part of its plans to transform the customer experience with highly-personalised offers and recommendations, Shop Direct is using SAS Contextual Analysis to deepen its realtime insight into customer buying behaviour.
Armed with this understanding, it is claimed that Shop Direct will be able to identify where it can strengthen its relationships to keep customers returning to the brand.
Shop Direct is using SAS to analyse customer's verbatim feedback and understand its Net Promoter Score to spot areas for improvement in its business. Additionally, the company is taking advantage of SAS analytics to reduce churn. It has built a series of models to detect when customer behaviour changes and uses these insights to take targeted action that strengthens the relationship and entices customers back. It is also applying the technology to analyse credit risk in the financial services side of its business.
Shop Direct CEO of financial services said: "If customers choose to share their data with us, they expect us to use it to personalise their experience. It's not just about showing relevant products and promotions to our customers – we want to make sure they arrive at the right time and via the right channel.
"Some customers like to shop on their tablets, some respond best to in-app messages, whereas others prefer emails. SAS provides a strong modelling environment for us to test and learn how customers respond to the personalised experience we offer them, helping us on our journey of continuous improvement."