Kiniki reveals benefits of business intelligence

September 1, 2010

Underwear retailer keeps on top of customer contact with up-to-date data analysis

Kiniki, the mail order and online retailer of underwear and swimwear, has revealed the impact business intelligence (BI) has had on the company. This comes 12 months after the installation of the Safewire Arx business intelligence (BI) system, built on InterSystems DeepSee software.

Kiniki has been successfully trading since 1975, but with new data lists becoming increasingly expensive and the retail market more competitive than ever, the family-owned mail order company wanted to better understand the behaviour patterns of its customers and maximise its existing database of 500,000 contacts. Kiniki selected the Safewire ARX BI integrated, multichannel business system in order to make sense of the volumes of data at its disposal and target its customers more effectively.

Tapping into data potential

Kiniki marketing director, James Walker, explained: "We didn't realise the amount of data that could be analysed. We have now completely restructured our marketing strategy: understanding who ordered what, which colours different customers prefer, what day of the week they buy and how much they spend by season, really matters to us because we can target our marketing budget accordingly. We now get a better response from our customers – but with less mailing."

With smaller print runs cutting the costs of designing, posting and printing, the company has reduced its overheads by 12% – but not at the expense of revenue. Along with transforming its marketing approach and cutting costly overheads, the company has strengthened its relationship with its customers by anticipating and responding to their needs.