Case Study: QVC improves customer engagement with CACI customer segmentation

How CACI Helped Qvc Improve Engagement Through Customer Segmentation

QVC, the UK’s large direct-to-consumer retailer, needed a better way to understand its customers as its product range and channel mix became more complex. Although it believed it knew its audience, QVC wanted to improve engagement, personalize advertising, and identify the best way to reach both existing and potential customers. CACI Limited helped QVC address this challenge through customer segmentation.

CACI Limited worked with QVC to build a research-backed customer segmentation using QVC’s customer data alongside CACI’s Ocean and Fresco datasets and TGI market research variables, resulting in seven robust customer segments. The “Magnificent Seven” were launched company-wide, appended to QVC’s customer database and the wider UK market, and are now used to improve product presentation, email tone and content, brand and product mix, and customer satisfaction analysis by segment.

QVC

Patrick Osborne

Head of Strategic Insight & Reporting