2013/2/21 - UK Retailer Shop Direct Wins 'Best Enterprise Solution' Award for Centralizing Information with Teradata

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"Shop Direct Group perfectly illustrates how retailers can significantly improve their businesses and compete in today's environment, if they connect all marketing channels and make efficient use of their data," said Volker Giessler, Senior Industry Consultant. "With 80 years of history in the retail industry, Shop Direct Group has its roots in traditional mail order retailing. But over recent years, Shop Direct has transformed from a catalogue-focused business into a truly world-class digital retailer. Today, the business, which incorporates brands such as Very.co.uk, Littlewoods.com and isme.com, generates more than 75 percent of its revenue online."

For decades, Shop Direct Group managed huge data volumes on customer catalogue transactions, which were used to gain rich customer insight. But in recent years, online trading has added new complexity. In particular, the over-aggregation of data from a variety of different sources made it difficult to gain a detailed, 360-degree view of individual customer shopping interactions.

After implementing a new Teradata Data Warehouse Appliance, the retailer now loads near-real time individual-level browsing data delivered through Celebrus Technologies into the data warehouse platform, thereby integrating different sales channels. Shop Direct now gains a full understanding of every website visitor's journey with access to highly granular data on every customer interaction, which enables improved customer service and more effective shopper engagement. It also provides great benefits to marketing, merchandising, finance and operational analysts within the business. In addition, time-critical data loaded in near-real time helps facilitate more accurate decision-making throughout the enterprise.

The initial proof of concept demonstrated customer retention and acquisition benefits worth 0.5% of annual sales – a significant improvement. Furthermore, payback of the initial investment for the project, which was originally expected to occur in the eleventh month, was achieved ahead of plan, in month seven. After eleven months, the effective cross-channel use of the browsing data had generated a benefit of several million dollars. Additionally, the solution helped to increase the incremental sales per customer email sent by 28 percent – while also reducing business costs by hundreds of thousands of dollars – through identifying highly online-focused customers and removing their catalogue support.

Shop Direct uses the Teradata Data Warehouse Appliance, a fully-integrated platform that's purpose-built for data warehousing. It features the industry-leading Teradata Database. Established in hundreds of customer sites around the world, its innovative design is optimized for deep-dive analytics.  Its software-based, shared-nothing, parallel architecture delivers the toughest, most complex queries quickly.

"We are pleased to collaborate with Shop Direct and share their excitement as they accelerate the value of their investment in Teradata, and have proven the success of a more active approach to data warehousing," said Andreas Geissler, Germany Country Manager,  Teradata. "As more retail companies turn to Teradata, with its analytic platforms and the new Teradata® Unified Data Architecture™ they will better capture, refine, and store detailed data to discover new insights."

Teradata is the first company to unify all forms of data into an architecture that enables business insights from across the enterprise.

Relevant News Links 

• Teradata UDA Resource Page: analyst reports, research, white papers, news items 
• Web page for the Teradata® Unified Data Architecture™ 
• UDA Podcast and Brief: Turning data into profit with Teradata Unified Data Architecture 
• UK Retailer Shop Direct Chooses Teradata for Integrated Web Intelligence 
• Celebrus and Teradata help Shop Direct improve customer communications resulting in 300% uplift in incremental sales per email, contributing profit & savings. 
• Shop Direct Wins Data Driven Marketing Award – June 2011

About Shop Direct
Shop Direct Group is the UK's leading multi-brand online retailer, offering customers a broad range of products, from fashion and beauty to furniture, homewares and electricals. It is home to brands including Very.co.uk, Littlewoods.com and isme.com. The Group has annual sales of around £1.7 billion and millions of active customers. 75% of Group sales are now completed online and this number continues to grow. Sales from mobile devices now account for 19% of online sales. Shop Direct Group is proud to have been the first UK retailer to join the United Nations Global Compact (UNGC,) the largest social responsibility initiative in the world. Part of our commitment to the UNGC is to produce an annual report detailing our progress in areas such as human rights, the environment, labor relations and governance. For more information, please visit www.shopdirect.com/ or follow us on Twitter at @ShopDirectGroup.

About Teradata
Teradata Corporation (NYSE: TDC) is the world's leading analytic data solutions company, focused on integrated data warehousing, big data analytics, and business applications. Teradata's innovative products and services deliver data integration and business insight to empower organizations to achieve competitive advantage. Visit teradata.com for details.

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