Alteryx Retail Merchandising Brief | 1

OPTIMIZING CUSTOMER
ACQUISITION BY MATCHING
ONLINE + OFFLINE
CO N S U M E R B E H AVI O R S

360-Degree Actionable Retail online business is growing at a rapid rate, but it’s no longer simply an
either/or scenario of shoppers purchasing online or offline. In 87% of cases

Insights into Customer they are doing both. In a recent survey on holiday season shopping, 61% of
consumers said that buying from brands that also have physical locations was

Data paramount.

While it appears to be contradictory to e-commerce statistics that show

exponential growth over the past decade, this trend of on- and offline shopping
highlights a shift in overall consumer buying behavior. Mobile devices have
made it much easier for consumers to research, locate, and discover products
online. In addition, many are now validating, testing, and looking at customer
reviews to make their purchase decision. But when it comes to actually
completing a transaction, many still prefer to make the connection at a local
store.
T H E A LT E R YX
P L AT F O R M : Having visibility into the online and e-social portion of consumer buying
behavior is easy to see, as most of the data and location-based data can
• I mproves the efficiency, transparency, be captured, but what happens when they enter the store and complete a
and accuracy of analysis across the transaction? Matching online to offline attribution is critical for any retailer who
organization is trying to understand their customer’s journey in order to optimize customer
•D
 elivers both a code-free and code- acquisition and retention.
friendly environment for business
Getting started can be complex, as much of the data is scattered throughout a
analysts and data scientists
variety of locations and in various formats. Having the ability to join this data
•E
 mpowers organizations to build a and analyze the data is key to understanding how to take advantage of the
culture of data science and analytics insights into your consumers’ behavior.
across departments and skillsets

“ 8 7 % of customers
buy both online and in “
physical stores.

V I S I T A LT E R Y X R E T A I L RETAIL BRIEF
A LT E R YX Get Started With Four Quick Wins
I N R E TA I L Here are four data attributions and customer journeys that you can start with to get
quick wins from your online and offline data.
Learn more about how Alteryx helps
omnichannel retailers: 1. Offline pickup with online ordering

www.alteryx.com/solutions Offering consumers the ability to order online and pick up in store (ROPIS) is a great
/industry/retail way to begin understanding the customer journey. Online ordering can be tracked
through the e-commerce portal into your ERP system, since that data is most likely
already combined and resides in your ERP database. Adding a bar code checkout
kiosk, for example, enables the inventory in/out process and allows the customer to
officially close the transaction. This will help define beginning and end transaction
markers. By having a clear beginning and end marker, you can bracket the journey
clearly and start understanding certain key attributes that you want to monitor and
capture along the journey.

For example, additional attributes that you may want to track along the journey
may be the product name, product category, pricing (promotional or not), coupon
and time to pick up. These attributes can help identify process improvements and
pricing optimizations that would lead a consumer to favor picking up the product
over an online-only competitor. In other words, are there certain product categories
for which in store locations are favored? Adding location-based analytics to
understand how far the consumer is traveling to pick up the item is also important.
You can use that information to enhance the customer experience and satisfaction
by offering a special delivery offer to customers in certain distances, therefore
further segmenting that population for more customer in-store acquisitions.

2. Targeted online-to-offline coupons

As an added attribute, based on the order online pick up in store analysis above
(ROPIS), you can also enhance this dependence by offering a redeemable in-store
coupon to those consumers who are visiting the store for the first time, incenting
them to try your in-store pick up services versus making the purchase online.

3. Mobile to omnichannel tracking

Once your user is signed in on your mobile application, using cookies to track
consumer behavior and conversions to e-commerce transactions will allow you to
access credit card data in order to glean household intelligence. This can help you
understand socioeconomic attributes that may influence customer acquisitions; for
example, based again on the first ROPIS analysis described above, you could add
household information and understand your consumers’ disposable income and
language preferences. This further segmentation allows you to identify consumers
with the most propensity to travel the ideal customer journey and maximize buying
behavior.

4. Using cookies to match third-party post transaction identifiers

Using a third-party identity resolution service can help retailers track customers’
post-transaction online activities to add more context to consumer behavior. When
a consumer uses a mobile application, consumers are served a cookie and are
tracked through other anonymized consumer identifiers at that location. Multiple
sources of data from each tracking channel such as online browsing, mobile apps,
and their phone’s location-based data can be wrangled to find one unique identifier
or attribute, enabling retailers to use offline data to find consumers online. Again,
leveraging the first ROPIS analysis and now tying in additional data from an
identity resolution service, you can find your customers when they are near your
store location and offer them valuable coupons or promote in-store events to drive
customer acquisition.

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A LT E R YX Analyze, Visualize, and Build the Right Consumer
I N R E TA I L Attributes With Alteryx
Learn more about how Alteryx helps With Alteryx, you can access and blend all of your structured and unstructured data
omnichannel retailers: from internal and external sources — across all channels — and then enrich this data
with third-party demographic, socio-economic, and third-party DMP data, so you
www.alteryx.com/solutions quickly and easily gain the deep customer attributes you need to track your customer
/industry/retail throughout their journey.

Armed with a single, consolidated view of each customer, you can better segment
and profile consumers behaviors to drive profitability, channel preferences, and
social demographics. What’s more, you can discover the attributes of your most
profitable customers, determine like groups to target, and target these customers
with the right promotions and messages — helping to improve revenue and
customer loyalty.

Optimize omnichannel performance by understanding how customers interact with

your brand across channels. Customer loyalty is built through effectively meeting
your consumers’ desires and needs across all channels — brick-and-mortar, online,
and mobile. But getting a unified view of customer preferences and appropriately
aligning your inventory across multiple channels is complicated.

With Alteryx, you can easily analyze your customers’ browsing history, spend
patterns, and shopping behavior across channels, enabling you to align product mix,
promotions, messaging, and media choices with customer preferences. And when
you use Alteryx to help you track and measure spend levels and purchase history by
channel, you can better optimize channel performance and investment plans.

Alteryx makes it easy to create a differentiated experience for customers and

gain critical insight into customer purchase behavior so you can drive customer
acquisitions and increase retention. Use what-if analysis and scenario modeling to
quickly determine the impact of a promotion or marketing event on your demand,
revenue, and margin — and adjust on the fly. Compare the effectiveness of alternate
ad campaigns using A/B test analysis. Track actuals against target to optimize
media mix, adjust plans mid-course, and determine which competing campaigns
or promotions to fund. And even perform drive-time analysis and sister store
cannibalization impact to maximize promotion response rates.

Matching online and offline data to get a 360-degree view of your consumers’
buying behavior can start with mapping a simple ROPIS customer journey. By
analyzing data from various sources, one can discover, test and identify the right
attributes to measure throughout the journey. Once you have arrived at the right
attributes, you can track and start measuring these attributes to understand the
success of your local marketing. Determining which KPIs to measure up front is
important to focus your analysis efforts and your measuring efforts. Too much
data is simply noise; analyze only attributes that matter. For example, if Consumer
Conversion is an important KPI, you will be interested to know if a prospect entered
your store.

With Alteryx, you can put the power of data directly in your hands to understand
your customer’s journey and buying behavior to optimize marketing — and improve
your competitive advantage. Find out more today at www.alteryx.com.

“ Too much data is simply

noise; analyze only “
attributes that matter.
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A LT E R YX Case Study
P L AT F O R M S Y S T E M Wolseley is the UK operating company of Ferguson plc, the world’s leading
REQUIREMENTS specialist distributor of plumbing and heating products. A critical daily process,
identifying new ecommerce customers, was challenging and time-consuming
For a complete list of system
because the team had to manually pull data from disparate systems, including SAP
requirements, and supported
BusinessObjects, Salesforce, and Google Analytics.
data sources visit:
www.alteryx.com/platform Using Alteryx, the Multichannel Analyst team automated the process, taking it
from a two hour per day data churn exercise to a magic “pressing of a button.” With
that 20-25 hours per month saved on this single process, the team has launched
new value-add projects including customer segmentation that’s allowed them
to add personalization to the website.

Additionally, they’re using automatic email notifications so eBusiness

Development Managers are notified when a potential new customer registers with
the site. That notification includes the customer account number, projected sales
spend, and product split, making insights truly actionable and driving further
ecommerce growth.

A B O U T A LT E R Y X
Revolutionizing business through data
science and analytics, Alteryx offers an
end-to-end analytics platform that
empowers data analysts and scientists
alike to break data barriers, deliver
insights, and experience the thrill of
getting to the answer faster.
Organizations all over the world rely on
Alteryx daily to deliver actionable
insights.

3345 Michelson Dr., Ste. 400,

Irvine, CA 92612
+1 888 836 4274
www.alteryx.com

Alteryx is a registered
trademark of Alteryx, Inc.

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