Catalogue firm to track customers as they browse

The UK's biggest catalogue sales firm, JD Williams, is investing in technology to allow it to track its customers in real time as they browse its website.

The...

The UK's biggest catalogue sales firm, JD Williams, is investing in technology to allow it to track its customers in real time as they browse its website.

The move will the firm to identify what interests each customer and to send them special offers and alerts that could encourage them to buy - potentially while they are still on-line.

JD Williams has upgraded its existing Teradata datawarehouse and customer relationship managmeent

system to run the new technology, following a growth increase its online sales.

It plans to use a data collection tool from Speed-Trap, to provide detailed feedback on each customers behaviour.

It plans to store the data in its Teradata Active Enterprise data warehouse and to integrate it with existing customer profiles and analysis.

JD Williams will use the results in near real-time to send messages to the customers, possibly while they are still on the site.

These messages might contain offers and alerts tailored to address the user's interests and behaviours while they are on-line and increase the chance of them buying something.

JD Williams' CIO Neil McGowan said the new system "came at a perfect "time" for the company, just as online orders have started to overtake telephone orders for the first time.

JD Williams is a long-term Teradata user. The web-based information will now allow it to monitor and moderate customer inteactions across all its sales channels.

"The addition of detailed web browsing data from Speed-Trap is a critical input to allow us to manage our two

million customer relationships holistically," McGowan said.

The decision follows a month-long pilot. JD Williams was impressed by the level of user behaviour detail Speed-Trap delivered. This even down to mouse movements, said Speed-Trap co-founder Malcolm Duckett.

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