Eton, UK— August 26, 2010 — Kiniki, the mail order and online retailer of underwear and swimwear, has revealed the impact business intelligence (BI) has had on the company. This comes 12 months after the installation of the Safewire Arx BI business system, built on InterSystems DeepSee™ software.
Kiniki has been successfully trading since 1975, but with new data lists becoming increasingly expensive and the retail market more competitive than ever, the family-owned mail order company wanted to better understand the behaviour patterns of its customers and maximise its existing database of 500,000 contacts. Kiniki selected the Safewire ARX BI integrated, multi-channel business system in order to make sense of the volumes of data at its disposal and target its customers more effectively.
As Kiniki Marketing Director James Walker explains, "We didn't realise the amount of data that could be analysed. We have now completely restructured our marketing strategy: understanding who ordered what, which colours different customers prefer, what day of the week they buy and how much they spend by season, really matters to us because we can target our marketing budget accordingly. We now get a better response from our customers – but with less mailing."
With smaller print runs cutting the costs of designing, posting and printing, the company has reduced its overheads by 12% – but not at the expense of revenue. Along with transforming their marketing approach and cutting costly overheads, the company has strengthened its relationship with its customers by anticipating and responding to their needs.
These positive results are partly due to the ease with which the company can monitor its key performance indicators. Embedded in the Arx BI system is InterSystems DeepSee™, the business intelligence software that gives companies real-time information on what is happening to their stock and sales via a tailored dashboard with simple, graphical displays of relevant information.
Commenting on the importance of business intelligence for enterprises of all sizes, Safewire CEO and founder Peter Lowndes said: "Businesses need to have a clear understanding of how both their customers and assets function – and be able to react instantly. Arx BI allows responsive operational decisions to be made quickly and decisively, helping companies keep ahead of the competition."
InterSystems UK Director of Marketing Mike Fuller added, "InterSystems partners with a number of innovative development companies like Safewire that build tailor-made solutions for enterprises of all sizes. Embedded business intelligence provides access to vital operational information enabling better decisions to enhance a company’s performance."
Safewire will be giving a presentation on their ARX-BI application at the InterSystems UK Symposium on the 21 September 2010. For further details visit: InterSystems.co.uk/Symposium2010
