The customer:

Cartier is one of the brands belonging to the Richemont luxury goods group, which also includes other exclusive luxury brands such as Van Cleef & Arpels, Piaget, Vacheron Constantin, Jaeger-LeCoultre, IWC, Alfred Dunhill, A. Lange & Söhne and Montblanc. With 941 boutiques worldwide, € 3.7 billion in annual sales (2005) and 15,000 employees, the Richemont group is one of the leaders in the luxury goods industry.

The project:

• Analysis of transaction and customer master data with respect to lifestyle segments and transaction patterns using business intelligence procedures such as cluster and shopping basket analyses
• Definition of concrete measures for communication, POS and customer data management based on the analysis results

Objectives and results:

• Description and assessment of customer segments
• Development of concrete measures for the further development of customer data management on the basis of the transaction segments established, with different article group affinities
• Development of concrete measures for the further development of event marketing, sales approach at the POS and dialog marketing
• Results of the analysis provide a solid foundation for the further development of Cartier customer data
• Creation of a Web-based OLAP cube; implementation includes use as a management information system (MIS)

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