Domo > Case Studies > Intermix Delivers Data- Driven Fashion With Domo

Intermix Delivers Data- Driven Fashion With Domo

Company Size

201-500

Region

America

Country

United States

Product

Domo Data Science

Tech Stack

Data Visualization
Data Analytics

Implementation Scale

Enterprise-wide Deployment

Impact Metrics

Customer Satisfaction
Productivity Improvements

Technology Category

Analytics & Modeling - Predictive Analytics
Analytics & Modeling - Real Time Analytics

Applicable Industries

Retail

Applicable Functions

Business Operation
Sales & Marketing

Services

Data Science Services

About The Customer

Boutique fashion retailer Intermix knows that style isn’t just about clothes, but the people who wear them. That’s why it carefully curates its product line to carry a mix of established and emerging designers, and then offers complimentary styling services to ensure that every customer finds a style that is unique to them. To keep the customer at the heart of the organization, Intermix relies on Domo. “My team’s function is to democratize and circulate all our data in a very actionable format,” said Emily Peterson, director of analytics and strategy at Intermix. “Domo helps us bring our customer data into the hands of our web team, marketing team, buyers, and store managers so every decision we make is grounded in what we know about them.”

The Challenge

Before Domo, Intermix had valuable customer data siloed across its marketing department, ecommerce operations, and retail locations. Because data was disconnected, a stylist making a recommendation about a pair of jeans had no visibility into the fact that her customer had been browsing dresses online the day before, which items were sitting in her online cart that she might want to try on, or the effectiveness of online promotions in spurring offline sales. The company struggled with store teams lacking real-time visibility into what items had been sold in a day on the website, often leading to the overselling of available stock and resulting in cancelled website orders.

The Solution

Thanks to Domo, the company can now access, visualize, and share customer insights across the organization, allowing Intermix to improve operations while better serving shoppers. Intermix can now effectively track its customers as they shop online and in its boutiques, allowing its marketing team to tailor communications while having a better understanding of its customer lifetime value. Stylists at boutiques can now access customer dashboards that provide a visual dashboard of each customer’s fashion sense as represented by the items in her cart, her favorites list, her previous purchases, and more. When a customer makes an appointment for a styling session, the stylist can access this information and use it to tailor recommendations. By using Domo to provide visibility into customer website orders, store managers now operationally understand what inventory is reserved and for which local customers, helping stores improve customer experience while cutting order decline rates in half.

Operational Impact

Intermix uses Domo to significantly increase who can access data within its organization. The retailer launched with 25 licenses, but rapidly expanded to more than 125 licenses as it found more opportunities to get data into the right hands.
Intermix can see how its customers interact with the business across all its channels, not just its websites, allowing it to ramp up its acquisition spend when it’s both most cost-effective and when it’s more likely to acquire customers who will pay full-price instead of promotional prices.
Looking forward, Intermix is working with the Domo data science team to build out its customer model so it can more accurately predict customer lifetime value. Not only will it help Intermix predict how much revenue it will drive from customers, but the model will help predict factors that lead to customer churn on one end and higher customer engagement on the other so it has a better understanding of its business triggers.

Quantitative Benefit