Hinweiss & Data4Sales: the teamwork of two great platforms 😉
Two tools that, from their own approaches, work together to achieve business success. We spoke with Luciano Panetta, Head of Digital Channels at Forus, who told us how they merge both tools in their daily work.
"When hiring Data4Sales, we think about creating strategies for customers and not for products." Luciano Panetta | Head of Digital Channels at Forus
You are probably familiar with brands like CAT, Columbia, Hush Puppies or Under Armour. For those who didn't know, they are part of a leading Chilean retail company called FORUS.
Data in large retail companies
Luciano, Head of Digital Channels, told us that at FORUS they use the Hinweiss platform to measure the key KPI's of the business and see everything that happens in the ERP at sales and product level.
This data analysis platform is a great omnichannel tool where you have the ability to build queries in double-entry tables to organize and visualize the information you need.
The process is as follows: when there is a new invoice in the ERP, it automatically travels to Hinweiss and within an hour, it is available.
It allows us to clearly analyze which products are sold, which are not and with what margin. It also unifies data from the physical store, which gives us powerful data such as what traffic there is in the store and at what times there are sales peaks, how many conversions are made in that channel and how much is the sale per square meter.
Now, what do we know about the customer?
Customers should be the starting point when making decisions and developing marketing strategies. From this way of thinking, the need arises to complement the work of Hinweiss with Data4Sales in a leading company like FORUS.
Luciano emphasizes the desire to have the customer's eyes on the strategy.
The ability to view customer segments is an added value that came with adding Data4Sales to FORUS' strategy. In turn, the information on behaviors and buying patterns across sites allowed the company to generate valuable customer-based commercial actions.
"Another advantage Data4Sales has is that it has integrated output channels. So, we can make bases to load into Meta, bases to load into Google Ads, and we're also working to use it as an Email Marketing output."
Panetta remarked that with Data4Sales they were able to move away from the 4Ps of the product to start thinking with a focus on their customers and the way they shop in the brand's eCommerce.
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