Setting the trend for self-service information Fashion label tailors marketing, sales and e-commerce with Jedox
The new face of mail order
MADELEINE has been a name in high-quality, designer women’s fashion for over 35 years. Its collections include exclusive high-end fashion, business attire, basics, accessories and lingerie. The company, which was founded outside of Nuremberg, Germany, in 1978, is active in various markets throughout Europe.
360-degree customer views
MADELEINE has been successful in positioning itself in a fast-paced e-commerce market. This development, however, has dramatically changed the business of the experienced mail-order company. Each season, it launches five main collections and several sub-collections that reflect the seasonal business of the fashion industry. Today, however, it needs to drive marketing and sales, for example, through highly differentiated, flexible, timely advertising.
The necessary information to create these 360-degree customer views comes from its internal business analysts, who have big plans for the company’s reporting. The analysts are working on a dashboard that visualizes the performance of different departments through KPIs, charts and product images as an online magazine. This dashboard, which is targeted to marketing, sales, managing directors and other decision-makers, feeds from an automated standard reporting solutions that produces consistent KPIs across the company.
Fast results
Since the business analysts wanted to build and manage the application on their own, they narrowed their search to self-service BI solutions. Jedox soon stood out on their short list as the most flexible, cost-efficient solution that the analysts could maintain on their own. The project team was also impressed by the initial prototype that it built and connected to its data sources during a two-day workshop.
Executive Summary
MADELEINE Mode has tailored its marketing and sales planning with a Web application based on Jedox. Users can now effectively plan advertising campaigns, customer development and e-commerce channels to deliver bottom-line results. Business analysts have continually extended the BI solution to create an innovative, self-service platform for enterprise reporting.
“The consultants at Jedox were a tremendous help in building the data model. From there on, we have been able to realize our vision of a customer-driven analysis system and extend it step by step on our own. “
—Andreas Dederich, Head of Business Analytics, MADELEINE Mode GmbH
Meticulous modeling brings long-term benefits
The project team built the information platform on the company’s existing data warehouse, which also delivers report data for its international subsidiaries. Other data sources, which were integrated in coordination with internal BI and IT experts, include a tailor-made customer planning tool and the Web tracking tool, Adobe Analytics. With the help of experienced Jedox consultants, the team at MADELEINE invested ten days to build the data model and defi ne the ETL processes to connect the data. Their meticulous work is one of the cornerstones of the project’s success. Business analysts can now extend the system on their own thanks to its smart, high-performance design.
Seasonal customer planning
The entire project was broken down into two parts. In stage one, the team implemented a comprehensive e-commerce customer planning solution including calendarization, which generates seasonal values for daily or weekly segments based on current shipping dates. For its print sales channel, the analysts built a separate calendarization that automatically pulls information from the customer planning tool.
Scalable standard reporting
Stage two channeled this information into consistent reports for its domestic and international sales and marketing. The business analysts, who can easily administer and extend the Web application, plan to develop the system even further to create the look and feel of an online magazine. Their self-service sales, marketing and e-commerce solution based on Jedox has already minimized routine, manual tasks and delivered proven results. The company foresees even more benefits through ongoing system developments.
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