Cosmetics retailer MECCA has increased its data and analytics team from six to over 20 people as part of an effort to better understand its rapidly expanding customer base. The company’s primary challenge is “right-sizing” its data operations to meet the demands of its growing clientele, according to Head of Data and Analytics Dominic O’Halloran.
MECCA has focused on enabling its sales and marketing teams to self-service their access to customer insights, providing them with 360-degree customer views. To achieve this, the company merged retail, online, inventory, and enterprise resource planning data and used Salesforce Commerce Cloud and MuleSoft.
Launch a new analytics platform in the next year
This move has allowed MECCA to provide product-level customer insights to brands and understand how customers shop both in-store and online.The company has plans to launch a new analytics platform in the next year to further improve sales and marketing teams’ access to customer insights. This platform will abstract data from the warehouse and make it more business-friendly, allowing for self-service access to data.
MECCA has also introduced more complex performance metrics, including a retail scorecard that tracks various aspects of store performance. These metrics have led to operational improvements and are closely monitored by the C-suite.
As the company expands its analytics capabilities across more business functions, it is investing in data governance processes to ensure scalability and efficiency.