Press Releases
Top North American Marketing Innovator Launches Customer Analytics Firm to Serve Retailers and Manufacturers
Marketplace entry of Precima Means Successful Insight-from-Data Practice Is Now Available to Support Clients’ Marketing, Merchandising and Operational Strategies
TORONTO (June 3, 2008) – Retail competition is fiercer than ever. That’s why Alliance Data Loyalty Services President Bryan Pearson today launched Precima, an advanced analytics firm that translates data about shopping behavior so that retailers know who their most profitable customers are, what motivates them, and what can be done to keep them spending more.
“The battle for valuable customers cannot be won on price alone. Consumer shopping decisions also are influenced by quality, service, location and particular brands or products,” Pearson said. “Precima applies an industry-leading expertise in loyalty data to develop sophisticated segmentation modeling, it overlays publicly available data and provides in-depth market research to gain a much more valuable degree of insight into who the best customers of a business are and what’s important to them.”
Precima’s parent, Alliance Data Loyalty Services, operates Canada’s AIR MILES Reward Program (AMRP) and other marketing companies, including COLLOQUY, ICOM Information & Communications and Direct Antidote. The team of advanced analytics experts now known as Precima works with the leading retail partners of the AMRP to help make the 16-year-old program North America’s coalition loyalty marketing leader. Other clients have included numerous customer-focused retailers and manufacturers across North America.
Precima’s insights are different because they provide an understanding of not only what shoppers do, but why they’re doing it. This seemingly simple evolution – from what to why – expands customer insight capabilities so they can be applied to all aspects of a retailer’s business, from merchandising, to store design, to long-term planning.
The Precima team probes for insights to drive sales, starting with pinpointing a client’s most important customers and key categories. Using these insights to drive strategy, Precima identifies growth opportunities and addresses key business issues. If a client is losing market share, is it because prices are uncompetitive for a particular customer segment? Should base prices or promotions be adjusted? Is the assortment too narrow or the store layout confusing? These insights lead to customer-specific growth strategies in key categories.
Precima General Manager Brian Ross has over 12 years of experience in customer management and advanced customer analytics. He has developed and implemented customer management strategies for top retailers and manufacturers. The company’s vice president of business development, Wes Horvath, has 20-plus years of experience in marketing services. He joined Precima from Safeway Inc. where he was vice president for business development. Miguel Pereira, director of consulting analytical services, has over 15 years of experience with three leading retailers in leveraging customer data for marketing, merchandising and operations.
For more information about the benefits of Precima’s advanced analytic services, contact Wesley Horvath at 1.203.470.8178. Precima is located on the web at www.precima.com.
About Precima
Precima is an advanced analytics firm that translates retail customer data into critical insights to better align marketing, merchandising and operations strategies with shopper needs. Precima helps retailers and manufacturers grow sales, improve profitability and build customer loyalty. Precima was launched by Alliance Data Loyalty Services in 2008. As the in-house analytics arm of Alliance Data Loyalty Services prior to 2008, Precima worked with many of the leading retail partners of the AIR MILES Reward Program over 16 years to help make the program North America’s coalition loyalty marketing leader. Additionally, Precima has worked with numerous customer-focused retailers and manufacturers across North America. Precima is recognized for delivering measurable results tailored to each retailer’s unique needs. For more information, visit www.precima.com.
Contact: Tim Sansbury, Public Relations, 513.231.5115 tim@jzmcbride.com or Jill McBride jill@jzmcbride.com