Boots to get closer to customers with new micro-strategy
In the United Kingdom, Boots The Chemists is extending its use of MicroStrategy's Business Intelligence Platform to achieve better analysis and reporting of its Boots Advantage Card loyalty programme data.
Boots previously used MicroStrategy for a variety of applications including basket analysis, customer segmentation, and direct marketing, using the huge amounts of data collected from its Advantage Card loyalty programme. But by upgrading the business intelligence platform, Boots will now be able to provide more sophisticated analysis to its users, and allow more internal users to gain access to its core marketing database.
One-to-one boosted The retailer aims to improve its one-to-one marketing efforts, and to increase profitability and lifetime value for each customer. Boots is also considering providing access to loyalty information through the MicroStrategy web interface to external parties in its supply chain.
"The web-based nature of MicroStrategy and its customisable reporting allows us to roll it out to new groups of users quickly and easily," explained Scott Sommerville, business consulting manager for The Boots Company Plc. "In the past, analysts were using MicroStrategy to extract insight from purchasing data but now we are able to empower a wider range of business users with critical information, to help make individual customer propositions more focused and deliver a competitive advantage."
Background "MicroStrategy has been one of Boots The Chemists' primary insight tools since the launch of the company's loyalty card programme in 1997, which is now believed to be one of the largest of its kind in the UK," said Tony Bethell, UK managing director for MicroStrategy. "We're very proud to be part of its plans to further empower users to deliver their own analysis and drive real business value from customer data."
Boots The Chemists is the health and beauty retail arm of the Boots Group Plc, and operates more than 1,400 stores, employing some 60,000 staff. MicroStrategy provides in business intelligence through integrated reporting, analysis, and monitoring software that turns high-volume data into useable information to aid performance and productivity.