UK Retailer Looks to Improve Customer Analysis

Boots The Chemists is extending its use of the MicroStrategy Business Intelligence Platform to deliver improved analysis and reporting of loyalty data to a wider range of users, MicroStrategy said yesterday.

Part of the Boots Group PLC, Boots The Chemists is the UK's leading health and beauty retailer with 1,400 stores and 60,000 employees.

Boots previously used MicroStrategy for basket analysis, customer segmentation and direct marketing for data collected from its Advantage Card loyalty program. The program, launched in 1997, is thought to be the largest one of its kind in the United Kingdom.

The retailer wants to improve its one-to-one marketing and increase the profitability and lifetime value of each customer. Boots also is considering providing access to loyalty information through the MicroStrategy Web interface to external parties in its supply chain.

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