Single interface for store location modelling to help acquire an unprecedented understanding of their customers

CASE STUDY Marks & Spencer “PITNEY BOWES MAPINFO IS VERY MUCH A TRUSTED MARKS & SPENCER IS ONE OF THE UK'S LEADING RETAILERS, WITH PARTNER OF MARKS & SPENCER.” OVER 15.8 MILLION PEOPLE VISITING ITS STORES EACH WEEK. Michael Whitelegge, Senior Insight Manager – Information Systems, IT EMPLOYS OVER 75,000 PEOPLE AND HAS 520 UK STORES. Customer Insight Team, Marks and Spencer Group plc Challenge SUMMARY To compete in a dynamic market, Marks & Spencer Marks & Spencer is one of the UK's leading provide to perform the most insightful retailers, with over 15.8 million people analysis on the relationships between the maintains a major programme visiting its stores each week. The company stores and the profiles of current and of ongoing evolution and offers stylish, high quality, great value potential customers. Pitney Bowes MapInfo development across its stores clothing and home products, and provides a comprehensive range of data, and product groups. To support outstanding quality foods, all responsibly software and solutions that allow any this drive, the Customer Insight sourced from trusted suppliers. The organisation’s information to be visualised, Unit runs regular analysis and business employs over 75,000 people and analysed and presented geographically. planning based on customer has 520 UK stores, as well as an expanding MapInfo Professional (MIPro) software was behavioural data. This analysis international business. chosen by the team because it offered is used for site planning, In early 2000, Marks & Spencer looked greater flexibility than other map-based customer mobility evaluation to location intelligence leaders Pitney business intelligence tools. For example, and drive time estimates, Bowes MapInfo to provide solutions to its it allows the analysts to work with the amongst others. Customer Insight Unit (CIU). Analysts widest range of data, including geo- within the CIU were tasked with demographic, lifestyle, drive time, customer establishing a better understanding of the mobility, consumer research and transport Solution M&S customer and their relationships with infrastructure within a user-friendly, stores. Since then, the company has intuitive user interface. In partnership with location continued to harness the capabilities of Additionally, within the suite of Pitney intelligence experts Pitney Pitney Bowes MapInfo for spatial analysis Bowes MapInfo products, MapXtreme’s Bowes MapInfo, Marks & which has supported store format ability to integrate with the organisation’s Spencer has created a single diversification – including the launch of its statistical and database applications interface for store location highly successful Simply Food format. enables the analysts to create new store modelling to help them acquire The analysts in the Customer Insight Unit location models without the need to an unprecedented saw a need for a sophisticated tool to re-write models. It also facilitates the understanding of their help them interpret customer data for spatial display and analysis of data such customers. Utilising Pitney estimating store performance and as customer credit card and postcode Bowes MapInfo’s MapXtreme acquiring a better understanding of their information. software, seamless integration catchment areas and general customer Requiring little or no consultancy support, with the retailers statistical shopping behaviour. the software also met key requirements of analysis application has been Having worked with map-based data for rich functionality, user-friendly interfaces achieved. some years, they readily recognised the and the ability to be easily customised to value location intelligence tools could support the important work of the analysts. “PITNEY BOWES MAPINFO HAS HELPED US TO HARNESS AND INTEGRATE AN EVER-MORE-COMPLEX SET OF CUSTOMER DATA.” Michael Whitelegge, Senior Insight Manager – Information Systems, Customer Insight Team, Marks and Spencer Group plc R E S U LT Pitney Bowes MapInfo has worked as a trusted partner to help Marks & Spencer to get a better understanding of its customers’ mobility and behavioural patterns with other high street retail brands. It has EMEA/UK greatly assisted the organisation’s drive for Minton Place Victoria Street, Windsor a holistic view of its audiences, delivering Berkshire, SL4 1EG UK an enhanced understanding of the Tel: +44 (0)1753 848200 customer, which is pivotal to driving its Fax: +44 (0)1753 621140 business success. Marks & Spencer Donnington europe@mapinfo.com www.mapinfo.co.uk NORDICS sweden@mapinfo.com BENELUX benelux@mapinfo.com GERMANY, SWITZERLAND AND AUSTRIA germany@mapinfo.com SPAIN spain@mapinfo.com Marks & Spencer Basingstoke ITALY “PITNEY BOWES MAPINFO PROVIDES MARKS & SPENCER WITH italia@mapinfo.com VITAL TOOLS TO PERFORM DETAILED LOCATION ANALYSIS, AFRICA SIGNIFICANTLY ENHANCING OUR CUSTOMER KNOWLEDGE.” africa@mapinfo.com Michael Whitelegge, Senior Insight Manager – Information Systems, MIDDLE EAST Customer Insight Team, Marks and Spencer Group plc middleeast@mapinfo.com EASTERN EUROPE T H E P I T N E Y B OW E S M A P I N FO A DVA N TAG E easterneurope@mapinfo.com As a trusted advisor in location intelligence and business partner to some of the world's leading retailers, property developers and planners, Pitney Bowes MapInfo helps its Pitney Bowes MapInfo is headquartered out of Troy, customers to transform information into business advantage by discovering unseen NY, USA. patterns and trends in their data. This leads to better business intelligence, improved customer relations and bottom-line performance. ©2008 Pitney Bowes MapInfo Corporation. All rights reserved. 92043-802 MapInfo and the Pitney Bowes MapInfo logo are registered trademarks of Pitney Bowes MapInfo Corporation. All other product and service names mentioned herein are trademarks of their respective owners.