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BI Experiences at Harrods

BI Experiences at Harrods. (Anything is Possible) 25 th October 2006 Martin Draper. BI Experiences at Harrods. (Anything is Possible) 25 th October 2006 Martin Draper. Anything is Possible. Recent Marketing Campaign Update of Harrods Motto Omnia Omnibus Ubique –

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BI Experiences at Harrods

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  1. BI Experiences at Harrods (Anything is Possible) 25th October 2006 Martin Draper

  2. BI Experiences at Harrods (Anything is Possible) 25th October 2006 Martin Draper

  3. Anything is Possible • Recent Marketing Campaign • Update of Harrods Motto • Omnia Omnibus Ubique – • All Things, For All People, Everywhere • Capturing the essence of THE customer experience that is Harrods • Examples …

  4. Anything is Possible

  5. Martin Draper • Business Insight (BI) Controller, HIS • 16 Years in BI (3 at Harrods) • BI Changes in • Technology • Solutions • Cost (Uptake – “BI for the Masses”) • Terminology • Little change in Implementation Challenges

  6. What is Business Intelligence ? • “Cleverness”, “Working Smart” • Intelligence in context of • Military, Government, Central.. • Intelligence = knowledge = Power • The Fact that I may know something that you don’t gives me an edge!! • Good Intelligence – Makes a Difference • Bad Intelligence – Catastrophic • Business Insight

  7. Welcome to Harrods • Annual Revenues ~ 610M GBP (in a single store) • 1.2m sq ft of Retail Space • 5.25M Visitors Annually (wide demographic) • 700 – 1,000 Till points deployed • > 330 Departments generating • 24M Transaction Lines per year

  8. Harrods Multi Channel • Direct Mail • Harrods.com • Airports

  9. Retail Drivers Today • Margins • Thin margins, Low product profitability • Cost Control • Competition • Innovation • Customer Service • Mix / Global brands • Rapid Information Sharing • What, When, Where, How Much?

  10. Harrods Drivers • ‘Anything is Possible’ • Multi-Function / Multi Channel • Product / Brand / Service / Experience Diversification

  11. HIS Challenges • Historically a support service • Tills, Infrastructure etc • Almost purely a cost, a ‘necessary evil’ • No direct relationship with the business or its strategy. • Us and Them • Low Risk ROI

  12. BI History • Born out of necessity • SAP Replacement RIS not Supported • SAP B/W • Too expensive • Too time consuming • Microsoft BI Accelerator (2000) • SQL Server 2000 • Analysis Services 2000 • Proclarity (300 Users)

  13. BI History • DW Architecture developed in 3 months • Still the foundation for DW Best Practice at Harrods • Training and Workshops conducted over 2 months • Early resistance

  14. BI Facts • Harrods Data Warehouse • Merchandising (Sales, Stock, Inventory, Orders) 120M Facts • By day, Article, Site…. • Harrods Retail Analytics • Sales (24M rows per year) • By hour, Article, Site, Till, Assistant etc., payment.

  15. BI Technical Challenges • Article Dimension • 2.0 M active members (4M Catalog) • Memory limitations for incremental update • Multi-Server deployment • Due to resource limitations • Processing window • More data, less time (Sunday trading and extended hours)

  16. Culture Change Deployment of Business Intelligence on Microsoft Platform has been one factor leading to the recent change in the perception of IT at Harrods because we now we can • SUPPORT STRATEGIC PROJECTS • Deliver Quickly • Offer LOW TCO, HIGH ROI • Demonstrate New, innovative Capabilities • Deliver to the Desktop, maintain ease of use.

  17. So What!! footfall Weather Refunds Margin Sales OTB Stock Productivity Cross Sell Orders Sell Through Plans Payment Types KPI Commissions CRM Payment Regions Brand, Style, Size

  18. The Future • Harrods Business insight Programme • Direct to strategy • SQL 2005 Core • Third Party Providers • 64bit AMD Architecture

  19. Performance Insight Customer Insight • KPI Dashboard / Scorecard • Profitability Analysis • Forecasting & Planning • Single Customer View • Campaign Management • Contact Management (CRM) • Segmentation & Profiling • Basket Analysis • Harrods Rewards BusinessInsight • Data Warehousing • OLAP Reporting • Loss Prevention • Fraud Analysis • Merchandise & Assortment Planning • Revenue Optimisation Operational Insight Merchandise Insight

  20. Operational & Performance Insight • Build on Current BI understanding • Robust, Reliable, Scaleable, Affordable • Redevelop ETL • Single source for all analytical data • Better Desktop integration • Portal Capability (best tool for the job)

  21. Operational & Performance Insight • Microsoft SQL 2005 Server & Analysis Services • Integration Services • Reporting Services • Office 2007 • PerformancePoint Server • Scorecard • Analytics • Planning

  22. Milestones • Customer Insight • End 2006 • Merchandise Insight • 2007 • Operational & Performance Insight • On going 2 streams • Technical ETL • Solutions

  23. Lessons • Be Brave, OK to start small or even by stealth or accident • Prepare to be a Victim of your own Success • Don’t be afraid to educate & innovate, POC is the best tool for visualisation. • Aim to support strategy, no-one can complain (well almost). Helps with ROI • Anything is Possible (just don’t tell everyone)

  24. Questions ?

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