Case Study: American Premier Retailing Company achieves better customer profiling and marketing segmentation with Prolifics Integrated Data Management

Retail Giant Gains Customer 360 With Integrated Data Management

A major US retailer, referred to here as American Premier Retailing Company, faced anemic sales growth in its existing stores. To execute new core strategies, it required a detailed, 360-degree customer view, but its data was siloed across multiple repositories with incompatible formats. The company needed an integrated data management system to facilitate customer profiling and multi-channel marketing segmentation, and it engaged Prolifics for a solution.

Prolifics designed and implemented an Integrated Data Management solution using a suite of IBM technologies including DB2 Data Warehouse Edition and WebSphere Information Server. This modernized the data warehouse, cleansed and optimized data, and streamlined analytical processing. As a result, the retailer gained accurate customer information, enabling its website to provide new customer analysis that informs both web-based and store merchandising executions, including targeted email campaigns with product affinity offers.