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West Marine's Transformation: Elevating Customer Data Insights with PK and Alteryx
Technology Category
- Platform as a Service (PaaS) - Application Development Platforms
- Sensors - Utility Meters
Applicable Industries
- Marine & Shipping
- Retail
Use Cases
- Intelligent Urban Water Supply Management
- Leakage & Flood Monitoring
The Challenge
West Marine, the nation's largest retailer of boating and marine supply products, was facing a significant challenge in managing and analyzing their customer data. Despite having 240 stores nationwide, both on the retail and wholesale distribution side, they were heavily reliant on a third-party vendor for data management. This external database was not only costly but also disconnected, providing reports in Excel that did not offer a comprehensive view of the customer journey. The main issue was the inability to cleanse, enrich, and analyze their own customer data, which was hindering their mission to outfit, educate, and inspire anyone interested in the water lifestyle. The company was seeking a solution that would allow them to utilize their own resources, own their customer data, and trust their data with confidence.
About The Customer
West Marine is the largest retailer of boating and marine supply products in the United States. They operate 240 stores nationwide, handling both the retail side and wholesale distribution side where they work with marine industry partners. Their mission is to outfit, educate, and inspire anyone who has an interest in the water lifestyle. They handle everything from boat components and parts to water sports equipment for the everyday customer looking to experience the water lifestyle. They were looking for a solution to manage and analyze their customer data more effectively and efficiently.
The Solution
West Marine turned to Alteryx and PK, a trusted enablement partner, to regain control of their customer data. Having had a positive experience with Alteryx on a previous project, they decided to use it for this project as well. They started with a series of trials and built workflows that demonstrated they could process multiple client lists in a way they couldn't before. With Alteryx, they were able to enable their teams to self-serve when it comes to ingesting, enriching, and analyzing customer data. PK helped deliver an automated process to create a single source of high-quality data that West Marine owns, controls, and manages. This allowed them to respond quickly to business and customer needs. PK also developed a consolidated view of the customer in a dashboard for West Marine's senior leadership team, enabling them to gain insights and better understand customer behavior.
Operational Impact
Quantitative Benefit
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