"They were trying to get to the bottom of how to diminish catalogue distribution without having a negative impact on store and online sales. They were also keen to define the geographic areas where digital content would work best and how to profile those areas to classify digital purchase behaviour. Together with Analytic Partners they were able to uncover opportunities to eliminate 22% of catalogues with negligible sales impact and increasing digital support in high-performing topologies, preserving€ 294 million in sales."
"Analytic Partners leveraged cutting-edge machine learning balanced with advanced modelling techniques to deliver robust measurement of catalogue effectiveness by postal code and persona typology. Predictive models were setup to isolate impact of catalogues at a hyper-local level and determine segments/profiles leveraging business logic and clustering models. Then, robust models were developed by cluster to understand responsiveness to digital tactics and guide optimisations."
"Many retailers are looking to reduce distribution of paper catalogues in favour of digital marketing strategies to both achieve environmental preservation objectives and maximise marketing ROI. However, organisations who have relied on paper catalogues to drive sales struggle to understand where they can be eliminated without significantly impacting sales and need guidance on what digital strategies are optimal to drive growth."
A multinational retailer applied machine learning and advanced modelling to identify where paper catalogues could be eliminated without harming sales. Predictive models measured catalogue effectiveness by postal code and persona typology and isolated catalogue impact at a hyper-local level. Clustering and business-logic segmentation identified area profiles and responsiveness to digital tactics. The analysis uncovered demographic typology correlations with catalogue response, enabling elimination of 22% of catalogues with negligible sales impact. Digital support increased in high-performing topologies, preserving €294 million in sales while reducing paper distribution and guiding targeted digital optimizations.
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