Leveraging search and category data to close gaps in reward category ranges

Challenge

• JAL is Japan's leading airline and launched the JMB World Marketplace to inspire and fulfil the rewards needs of their members.
• Customer experience is the key to a successful shopping trip and leveraging insights across the journey is vital for delivering satisfaction.
• Loylogic data insights showed that valuable customer segments were exiting the shop after unsuccessfully finding what they were looking for.

Solutions

• A thorough analysis of segmented search data and category conversion data highlighted the new opportunity products.
• Using expected conversion rates and product margin data the incremental uplift was estimated on a monthly and annual basis.
• Sourcing managers leveraged their supplier network to expand specific product ranges and introduce new seasonal lines at key points in the year.
• Marketing managers launched the new ranges to key segments in CRM and digital banners on the JMB World Marketplace e-commerce site.

Results

• Fine Foods category introduced and is now a top 3 category by revenue.
• New Year Celebration seasonal ranges delight customers.
• Expanded Golf section with premium products for Elite segment.
• New partnerships with category heroes in apparel and electronics.