Online, offline intelligence for Officeworks

Peter Dinham
Tuesday, 25 August 2009 10:05

IT Industry - Deals

Office products and solutions retailer, Officeworks, is looking to get a better handle on how to engage and communicate with its customers and further build its online and offline business with its contracting of business intelligence provider, Site Intelligence, to deliver a customer analytics and BI system.

Officeworks online manager, Matt Jefferies, said today the selection of Site Intelligence to provide online and multi-channel customer intelligence, was part of Officeworks’ increased focus on the multi-channel arena which he said was designed to build on the retailer’s successful online business and thriving offline business.
 
According to Site Intelligence Australia APAC director, David Smith, the deployment of its BI system will enable Officeworks to pull together all of its online and offline customer activity data in order to “better understand their customers and provide a more personalised and streamlined service, better communication, as well as providing more personalised and tailored product offers and content.”

Smith says the system won’t just focus on measuring campaign success but will provide a single view of the customer and their likely interests at product level, enabling Officeworks to better understand how individual customers wish to engage and communicate with the business, including browsing and researching online and purchasing online or in-store.
 
Officeworks’ Matt Jefferies says Site Intelligence will enable the company to have “a clear and concise view of our site, visitors, products and campaigns, highlighting areas that need attention in order to improve customer experience and identifying potential opportunities.”

According to David Smith, the main point of difference with the Site Intelligence system is its ability to provide “in-depth detail down to every click of every visit, by each individual visitor online and then marry this up against other individual customer offline data such as in-store sales.

“This will provide Officeworks with a 360 degree view of their customers’ and prospects’ browsing and enable them to identify areas that require fine-tuning, or opportunities to better meet customer needs. This can prove invaluable in terms of knowing their customer and being able to tailor an offering or service to them in order to improve customer satisfaction, which of course will hopefully result in increased sales, conversion and retention rates.”