U.K. retailer Lakeland selects OrderDynamics for customer service

London, U.K. –- U.K.-based specialty kitchenware retailer Lakeland has chosen the Dynamic Action solution from OrderDynamics to integrate its online and offline marketing, merchandizing, operations and returns data to identify actions to improve the experience it offers its customers and enhance profit. Lakeland has for many years presented customers offerings, such as click & collect, that use real-time store stock data, contactless payments in stores and next-day delivery for orders placed online and in-store.



By using Dynamic Action from OrderDynamics, Lakeland is now able to take these offerings a step further by connecting data across the entire customer experience, from first touch to fulfilment, to ensure that no opportunity to make customers happy is missed. Lakeland’s servers present tens of millions of pages to customers each month. Ensuring that every one of these interactions is exceptional and that each marketing investment is being optimized creates a serious challenge. Management reporting usually comprises aggregated and averaged KPIs. The Dynamic Action solution detects signals in this noise and converts these into specific action lists, prioritized by impact on profit.



“Retail is becoming increasingly complex with interactions across advertising, merchandizing, segmentation, personalization and promotion,” said Tom Preedy, marketing director of Lakeland. “It is getting harder and harder for the modern shopkeeper to work out cause and effect and to know which challenge to tackle first. Dynamic Action will allow Lakeland to garner the deep insight needed to optimize our operation, striking a balance between sales and cost to drive greater profitability. Being able to see and take action on all of your data holistically is no longer a nice-to-have, it’s necessary to enable customers to be served well and, I think, is critical to the success of omnichannel retail organizations.”