The National Gallery, the UK’s Premier art gallery hosting the national collection of Western European painting, have asked S2 to undertake a data & insights project to help unlock the data ‘intelligence’ they currently hold within their online customer databases.
The project is focussed on customers using the Gallery online shopping facility, which offers a wide range of products, from framed prints and postcards, through to a themed flower delivery business and tours to European destinations aboard the Orient Express accompanied by a National Gallery expert.
Our data project delivers real customer insight and understanding of key attributes such as the most profitable, frequent and loyal customers – this is achieved by profiling customers and analysing their transactional spend and behaviour. Using the Experian Mosaic classification system, we have then been able to identify specific socio-demographic groupings, and overlay this information onto the customer data. This allows targeting of specific products to customers and facilitates the development of a strategy to target new prospects for Gallery products.
