Developing a dashboard of the 100 most important client-related KPIs for a major actor in the luxury industry
Eleven supported the strategy team of a leader in the fashion luxury industry in the analysis of its biggest-spending customers using data retrieved from all transactions (sales receipts) made in physical and e-commerce stores around the world. The objective was to build a synthetic and comprehensive view of the different “top-clients” (clients that spend more than a certain amount in a given period) bases in terms of :
- Customer profiling : age, nationality, segment, distribution channel…
- Purchasing behavior : frequency, recency, average basket, basket content, total expenditure…
The dashboard displayed a year-on-year view for each House of the group, offering an outlook on the evolution of these KPIs as well as a comparison between brands. The objective of such analysis is for the group to:
- Monitor the Houses’ performances
- Increase customer recruitment
- Encourage up-selling and cross-selling of customers (both online and in physical stores)
- Reduce customer churn
- The dashboard was built to be updated every quarter, and eleven continues to assist the strategy team of this luxury leader in other analyses.
IMPACT: Ready and easy to use dashboard for strategy team to enrich their 1:1 discussions with Group’s brands CEOs.
