Case Study: MECCA achieves rapid, actionable customer segmentation with Affinio's Augmented Analytics

How Affinio is transforming the way MECCA thinks about its customers

MECCA, a leading luxury beauty retailer with over 100 stores and a large eCommerce and loyalty business, needed an evidence‑based way to understand a rapidly growing and diverse customer base. As different parts of the business risked developing conflicting assumptions about customers, MECCA turned to Affinio’s Augmented Analytics platform to analyze transaction data and answer which customers were underserved, how the loyalty program performed, and which customer types new brand or store launches were reaching.

Using a de‑identified dataset of 50,000 customers’ transactions, Affinio’s platform ran multivariate clustering and surfaced six distinct audience groups within hours. The clusters gave MECCA a clear, company‑wide customer schema that reduces the “telephone effect,” enables tailored in‑store and marketing strategies, and will help optimize the loyalty program and measure which customers new products and stores attract.

MECCA

David Boyle

Audience Strategies