Exploring current user journeys to build a better product

Challenge

Between the website and the retail app, which showrooms use to place customer orders, INDOCHINO has always had data, but the company struggled with a disjointed view of their customer.

Online and off-line data existed in different places and required separate analysis, which meant everything from running data insights to tracking customer order history, behavior, drop-off, and conversion funnels was time-consuming and manual.

Because of that, the company had trouble understanding the conversion impact of each marketing and product touchpoint, making it hard to effectively allocate their marketing budget toward the best performing channels and campaigns.

Both of those challenges turned into big problems when the COVID-19 pandemic hit. Suddenly, a chunk of their target market weren’t wearing suits or blazers on a regular basis anymore.

INDOCHINO needed to be able to figure out who was still wearing formal wear. They needed to know what content those customers were consuming and, critically, where in the customer journey they were dropping off.

That meant marrying together their event data online, in-store data, digital analytics, customer data, lifetime value, and purchase histories. They needed to be able to see a holistic picture of their customers—to see each customer as one person, instead of an online customer and a retail customer.

Solution

“We really needed to get on board with something like Indicative where we could properly bring together our data, visualize it, and get some new insights,” Alex thought at the time.

Today, all of their data is connected and unified in Amazon Redshift—and Indicative connects directly with their Redshift data warehouse.

Now, everyone on the team—regardless of technical experience—has direct access to complete data. Everything they know about customers is unified in the data warehouse. Online data, offline data, conversion, retention, engagement… everything they need to develop a holistic view of each customer. And they use Indicative to analyze data based on that unified view.

For example, with all their customer and product data unified, they were able to explore that gut feeling about the checkout page.

Using Indicative, they quickly and easily pulled together a funnel to see how much drop-off happens between the checkout page and ultimate conversion. What they found validated the team’s intuition and gave them a clear next step to improve the page and boost conversions.

Results

Today, the company has a single source of truth where all their data lives. That means they no longer have to deal with separate, redundant customer profiles. Instead, they have one complete customer profile based on all of their data.

With Indicative connected directly to that single source of truth, Alex and team can see the full customer journey, including all the touchpoints that lead up to conversions, re-purchases, and more. They know which marketing channels lead to those conversions, for example, which assets keep customers engaged with the product, and which products correlate with customer retention.

Everyone on the team can perform analyses and, with that data in hand, make actionable decisions and effectively allocate marketing budget to double-down on what works and improve underperforming assets.

As for the checkout example, their intuition was validated by analyses in Indicative that showed alarmingly low checkout completions. They recently launched a full redesign of the page and flow, and while it’s still early, Alex told Jeremy they’ve already seen a 10% jump in checkout completions.