Kiniki reveals marketing savings

Online and mail-order retailer of underwear and swimwear Kiniki has overhauled its marketing strategy after new insights drawn from its customer data. A year-long study of data patterns helped it cut marketing overheads by 12% without affecting sales revenue.

Kiniki installed Safewire Arx BI, a business intelligence solution built on InterSystems DeepSee software, which gave it insight into its 500,000-strong customer database across multiple channels. Real-time data alerts are provided via a tailored dashboard showing key performance indicators.

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