Shop Direct, the owner of Very.co.uk, Littlewoods.com and VeryExclusive.co.uk, has worked with analytics provider SAS over the past 12 months to build a system that can analyse two years' worth of customer, sales and inventory data in real time.
The retailer is using SAS customer intelligence, cloud analytics and visual analytics platforms, and solutions for Hadoop, to interpret individual consumer behaviour and adjust the products displayed.
Alex Baldock, group chief executive at Shop Direct, explained that the firm, which has more than four million customers, is "passionate about personalisation".
"We want to tailor everything for our customer: the shop they visit and how we engage with them before, during and after they've shopped. Our partnership with SAS will allow us to get even better at using data analytics to show our customers the right products at the right time to capture their attention," he said.
Shop Direct group chief information officer Andy Wolfe told V3's sister site Computing in October that the firm ran a "personalised sort order" trial in which customers were targeted with products in line with their history and preferences.
The company used a combination of SAS analytics and the Hortonworks distribution of Hadoop to process data in the hope of generating more sales and increasing customer satisfaction.
"The essence of the trial was to look at the [customer] data, the browsing history and what they've been interested in before," Wolfe said.
"So if you're a customer who seems to like Nike and the colour white, and you were shopping for sports [products] on our site, we'd show you Nike products and white products, and a combination of the two, on our site first. We're using some of the data to connect the dots and increase conversion."
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