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House of Fraser deploys data visualisation to improve the customer experience

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House of Fraser says business intelligence technology has helped it to improve its understanding of its trading and make strategic decisions that improve the customer experience.

The £1.3bn turnover retailer, a Leading trader in IRUK Top500 research, is using a data visualisation approach based on MicroStrategy 10 to enable its staff to make data-driven business decisions.

“By empowering people across the business with visualisation tools, MicroStrategy is enabling us to transform our business culture,” said Julian Burnett, CIO and executive director at House of Fraser. “Our teams easily understand what the visualisations reveal to us about the state of our business and can apply that to the day to day as well as to the strategic choices we make. He said that the technology had enabled it to gain a clearer picture of the business. “By visualising data from IoT and other sources, we can optimise these dimensions, improve the customer journey and ultimately drive growth,” he said.

The new technology, introduced this year, replaced an unwieldy system of grid reports that often had to be printed out and brought to meetings, and often conflicted with each other. The new analytics and visualisation approach, which includes nGenBI analytics alongside MicroStrategy 10 interactive dashboards and MicroStrategy Office, enables staff to visualise the data they need in order to improve stock management, reduce returns, optimise store layouts, and enhance the overall customer experience.

For example, by analysing returns data, House of Fraser has been able to improve its returns process. Staff can now visualise real-time customer flow data to see how customers physically move through their brick-and-mortar stores – enabling the retailer to improve the in-store customer experience.

“Using MicroStrategy’s platform, our employees can pull together a data set, apply it to a data model and visualise it all within minutes,” said Steve Limbirons, business intelligence programme manager at House of Fraser . “That is a huge step forward for us. Self-service data discovery enables our business users, regardless of their technical skill or role, to take analytics into their own hands and quickly answer complex business questions on-the-fly.”

“The need for simplified, mobile-friendly data discovery tools that provide a single view of the entire enterprise has grown as more retailers seek to enhance and personalise the shopper experience,” said Francois Cadillon, MicroStrategy VP, UK, Ireland and South Europe.

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