Beijing Wangfujing Department Store

Insights into customer sentiment and fashion trends create a better product mix

Published on 30-Jan-2014

"Customers have a louder voice in the marketplace than ever before — not just in what they say but also in how they behave and what they buy. To succeed, retailers must listen to that voice and use it to guide business decisions." - N/A

Customer:
Beijing Wangfujing Department Store

Industry:
Retail

Deployment country:
China

Solution:
Commerce Solutions, Smarter Commerce, Smarter Planet, Social Business for Marketing, Social Business for Sales

IBM Business Partner:
SAP, Xi’an Smartcloud, Technology Co., Ltd.

Overview

Founded in 1955, Beijing Wangfujing Department Store Group Co., Ltd. (Wangfujing) is one of the largest retail groups in China, with 30 department stores in 20 Chinese cities. Its stores sell apparel, accessories, food, cosmetics, household items and other general merchandise.

Business need:
Beijing Wangfujing Department Store wanted a clearer sense of consumer demand.

Solution:
The company broadened its view of the product to help guide merchandising and marketing.

Benefits:
The product insight analytics engine taps in to consumer sentiment as well as sales numbers, customer preferences and website analytics to identify fashion trends, improving merchandising and inventory management.

Case Study

Founded in 1955, Beijing Wangfujing Department Store Group Co., Ltd. (Wangfujing) is one of the largest retail groups in China, with 30 department stores in 20 Chinese cities. Its stores sell apparel, accessories, food, cosmetics, household items and other general merchandise.

The Opportunity
Beijing Wangfujing Department Store wanted a clearer sense of consumer demand — and its effects on apparel sales — to fuel more personalized marketing, smarter merchandising and better inventory planning.

What Makes It Smarter
The company broadened its view of the product to help guide merchandising and marketing. Its new analytics engine identifies patterns in a wide variety of data — sales transactions, website analytics, customer profiles, product reviews and social media content — to understand how, where and why people wear its apparel; what customers like or dislike about each item; and what’s trending in the marketplace. This comprehensive view of the product helps the retailer adjust product lines and inventory in response to demand and devise personalized marketing campaigns to drive sales.

Real Business Results
The product insight analytics engine taps in to consumer sentiment as well as sales numbers, customer preferences and website analytics to identify fashion trends, improving merchandising and inventory management. The solution also automatically generates coordinated product recommendations, contributing to a personalized shopping experience and helping expand the value of every customer purchase. Plus, by automating the coordination of outfits, the solution shortens the process by 90 percent — from several hours to just a few minutes.

For More Information
Please contact your IBM representative or IBM Business Partner.
Visit us at ibm.com/websphere.

To learn more about Beijing Wangfujing Department Store, visit www.wangfujing.com.

Products and services used

IBM products and services that were used in this case study.

Software:
WebSphere Commerce Enterprise

Legal Information

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