Kiniki reveals marketing savings in customer data

Online and mail order retailer of underwear and swimwear Kiniki has overhauled its marketing strategy as a result of new insights drawn from its customer data.

Following a year-long study of data patterns revealed by a new business intelligence solution, the company has been able to cut marketing overheads by 12 per cent without affecting sales revenue.

Kiniki marketing director James Walker said: “We didn’t realise the amount of data that could be analysed. We have now completely restructured our marketing strategy – understanding who ordered what, which colours different customers prefer, what day of the week they buy and how much they spend by season, really matters to us because we can target our marketing budget accordingly. We now get a better response from our customers – but with less mailing.”

Twelve months ago, the business installed Safewire Arx BI, a business intelligence solution built on InterSystems DeepSee software. This has allowed it to gain insight into its 500,000-strong customer database across the multiple channels through which it operates. Real-time data alerts are provided via a tailored dashboard showing key performance indicators, such as stock levels and sales.

Safewire CEO and founder Peter Lowndes said: “Businesses need to have a clear understanding of how both their customers and assets function – and be able to react instantly. Arx BI allows responsive operational decisions to be made quickly and decisively, helping companies keep ahead of the competition.”

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