Creating an unrivaled customer experience
Personalizing every single touchpoint with Decision Intelligence
Who are you?
We’re Eurocell, the UK’s leading manufacturer, distributor and recycler of UPVC window, door, conservatory and roofline systems. Eurocell’s network of 220+ branches and website distribute our products to a wide customer base of installers, small builders, roofing contractors, independent stockists and directly to consumers.
The transformation of key business processes by utilizing innovative digital solutions that improve the supplier, customer and employee experience is a key pillar of Eurocell’s growth strategy.
Peak’s Customer Intelligence stack has revolutionized our ability to segment our customer data, helping us drive personalization across our marketing activities. At the same time, it’s enabled us to provide actionable customer insight to our regional and branch teams.
Group Marketing Manager, Eurocell
What was your challenge?
We wanted to harness our vast amounts of data to provide customers with an unrivaled customer experience – by fully personalizing every single customer touchpoint. To do this, we wanted to improve both our understanding of our customers, whether they were a trade customer or DIY enthusiast, and how we communicate with them through our digital channels and branch teams.
This need intensified during the COVID-19 pandemic as our e-commerce sales rapidly increased. We recognized that artificial intelligence (AI) could empower us to deliver on our strategic goal, but needed help distinguishing between our diverse customer-base in our SAP data, and understanding how our data could be used to create AI models.
What did Peak do?
Peak is helping Eurocell to become more customer-centric, unifying and preparing our data to identify and group different types of customers. Peak’s AI models then use these segments to provide frequently bought together product recommendations, as well as bespoke product recommendations based on an individual’s purchase behavior.
Peak also integrates outputs directly into our email service provider (ESP) to send highly relevant emails about products we now know our customers are interested in. The core dataset is continuously updated as new customers create accounts, and their details are automatically added to one of our smart customer segments within 24 hours.
What’s the upshot?
With Peak’s platform enabling us to gain a smarter, clearer view of our customers and their behaviors, we now know who our top customers in terms of lifetime value (LTV) are. With this information, we can now target them with special offers to shop both online and in branches.
We’re also now able to identify those customers that are at risk of churn, and take action to keep them – for example, re-engage them with highly relevant, personalized emails, or communicate information quickly to our on-the-ground branch teams.
We’ve enjoyed some fantastic results so far, with Peak’s platform driving a 73% increase in website recommender average order value (AOV) and a 17% uplift in recommender-driven revenue. On top of this, our email open rates are at a much higher level, up 70% compared to our previous approach.
Segmentation and personalization are already driving an uplift in AOV and website revenues. We now know who our customers are, how they behave and where they are. The next step is to link that with inventories to make it even more convenient for our customers to find exactly what they are looking for, when they need it.
We are now exploring future Decision Intelligence use cases with Peak, with a view to enabling us to target customers based on their stock profile and its location in the network. By connecting our inventory with marketing activities, Eurocell is truly becoming a data-driven organization, making AI-enabled inter-connected decisions with customer centricity at our core.
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