The customer:
With more than 240 outlets in over 90 cities in Germany and Austria, Görtz is one of Germany’s leading shoe retailers. Over 3,000 employees are responsible for ensuring that the name Görtz is synonymous with fashionable footwear, quality, service and an optimum cost-benefit ratio.
The projects:
- Consulting on the strategic further development of Görtz’s existing customer loyalty program "Very Important Feet" (VIF)
- Support for long-term business planning: creation of a cost-benefit calculation, as well as conceptual and financial planning in the areas communications, human resources and IT development
- Scenario planning and formulation of appropriate marketing measures with regard to analysing customer transaction data
Objectives and results:
- Analysis of the existing customer loyalty programs VIF and Hess Karte
- Identification of potential for optimising existing program components
- Evaluation of various scenarios for further development of the programs
- Recommendation regarding future implementation of Görtz’s IT environment, taking marketing requirements into consideration
- Definition of an analysis model for identifying, evaluating and segmenting the customers
- Coaching and providing Görtz with analysis support, as well as performing separate analyses
- Creation of a web-based OLAP cube for data visualisation