Direct Wines is testing a service that allows it to create a single view of its customers across channels.
Online and offline customer data is integrated in a single customer database, where it can then be coherently analysed.
The solution has just been launched by web analytics firm Site Intelligence in a strategic partnership with business intelligence software vendor Business Objects. It combines Site Intelligence’s Visitor Behaviour Information System (VBIS) with Business Objects’ software.
Direct Wines head of e-commerce Tim Clowser said: “A completely integrated view of our sales channels will be invaluable to us. We see this as vital to our future. Gone are the days when on-line and off-line activities can be treated separately.”
Direct Wines turned over£271 million in 2006 and operates a number of wine clubs as well as the mail order and online wine merchant Laithwaites.
In addition, some Business Objects modules will be used to enhance VBIS for site Intelligence’s other retail customers. The plan is to create more sophisticated segmentation and profiling analysis and the ability to track customers as they evolve from one segmentation group to another.
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