Case Study: Maurices achieves increased customer loyalty and improved experiences with InMoment's predictive analytics

Maurices Uses Predictive Analytics to Understand Customer Segments, Increase Loyalty, and Improve Experiences

maurices, a long-established North American women’s retailer and subsidiary of Ascena Retail Group, upgraded its decades-old Voice of the Customer program as the business grew and e-commerce became more important. Facing an industry trend of competing on price and promotion, maurices needed to better understand what drives customer loyalty and how those drivers differ across segments so it could be more personal and relevant in its customer relationships.

Partnering with InMoment, maurices combined VoC feedback with transactional, financial, contact and demographic data and applied predictive analytics to identify loyalty drivers and forecast repeat customers with about 80% accuracy. The insights informed experience design and targeted associate training (for example, fixing fitting-room issues that affect perceptions of “fresh” product), improved resource allocation, and are being extended to social listening, omni-channel strategies, and a phased website replatform.

Maurices

Kristin Anderson

AVP