Personalized innovative services to run the retail and fashion business better.
Insight
Calzedonia Group is one of the most dynamic companies in the world’s fashion scene: born in 1986, the company has grown consistently and today it produces and sells products of different brands (Calzedonia, Intimissimi, Tezenis, Falconeri, SignorVino, Atelier emé) through a sales network of almost 5000 shops located in 55 countries.
Among the main ingredients of group’s success we remark the ability to implement innovative solutions in support of the business, combined with the attention for the development of systems supporting cutting-edge decisions. It is thanks to these premises that the partnership with Iconsulting was born: a synergy that has given life to numerous plans with the objective of supporting the continuous evolution of the business.
Solution
In order to best accompany and support Calzedonia’s growth we’ve designed an analysis platform with an evolutionary perspective, oriented to satisfy the changing needs of fashion’s seasonal and dynamic aspects.
One of the best ways to support a salesforce located on the territory is to provide highly detailed analytics while the top management must take quick decisions based on aggregate information and enriched with geographic component. It is possible to draw qualitative indications (such as buying habits of customers or the potential of the territory in relation to the local presence of the group’s stores) from a geographical component.
In an international company, the Sales Portal is a heterogeneous environment and it is one of the first assets delivered to the corporate information infrastructure. This portal allowed the whole company to share its vision on the performances without affecting professionals’ autonomy: they are able to carry out free analyses in mobility.
The project to supply about 1000 commercial tablet users with a dedicated app had been very important for us. The app is used to monitor indicators connected to the shops, such as promotions’ trends, the degree of attractiveness of the store compared to others, the conversion rate between the number of receipts and people entering the store and many other dynamics bond to the commercial organization.
In this revolutionary time for Data performance, calzedonia’s strength is to develop innovative projects that test insights and models in order to use data in a new and strategic way. For example, with the Market Basket Analysis (on shops and receipts) we can now think of creating new promotional policies, redesign the layout of the stores or understand the main new products awarded by the market.
Impact
Firstly, the main goal of these implementations has been to allow the organization to maintain competitive advantages within the industry, secondly, to study and test new ways of exploiting information, data and insights from a technological and conceptual point of view.
This process has introduced a new cultural perspective to review the previous decisional processes in a data-driven decision-making key.