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Case Studies

Omnichannel

In the omnichannel environment, there are a vast number of contact and purchase channels and it is incredibly challenging to truly understand how the interaction of these ultimately impacts the bottom line. As retailers adapt to evolving consumer preferences, it is essential that they evaluate each new strategy through an omnichannel lens, to understand the complete financial impact of each business decision. APT’s software suite can answer key questions that can guide a profitable omnichannel strategy, such as:

  • How does a customer’s purchasing behavior change when they begin to transact in multiple channels? How can we increase their value without simply shifting sales from one channel to another?
  • How does basket composition vary across channels (e.g., online, catalog, mobile, in-store, etc.)?
  • What is the incremental impact of introducing cross channel services (e.g., ship to store)?
  • How does outreach (e.g., direct mail, digital ads, etc.) in one channel affect sales across channels?

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"Dixons Carphone strives to employ the most robust analytical methods to answer a host of questions brought about by the digital age, questions such as – How do we measure the impact of new cross-channel services? How does a change through our online channels impact shoppers’ decision making in-store? Understanding the profit impact of every action taken is crucial in a multi-channel environment where small changes might increase or decrease profitability in different parts of the business. Test & Learn allows us to distill the incremental profit impact of new multi-channel strategies amidst the ‘noise’ brought on by volatile metrics and an increasing number of sales channels."

— Head of Strategy