PERSONALISED MARKETING AT B&Q

(Source: Retail Week)

http://www.retail-week.com/Technology/2009/04/bq_to_personalise_marketing_campaigns.html;jsessionid=435EBD2629CA9630036E697375D92358

B&Q to personalise marketing

• Published: 07 April 2009 16:28
• Author: Joanna Perry
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• Last Updated: 07 April 2009 16:30
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B&Q is to introduce more personalised marketing to customers in the second half of this year to better target specific segments such as older shoppers and trade customers.

The DIY retailer has been analysing customer data using things like its Trade Discount Card, to work out how different customer segments behave, and to identify the type of DIY projects they are likely to embark on.

It has been able to analyse this data and create predictive models of customer behaviour since investing in a data mining tool from SPSS last year.