Next hires SPSS to improve targeting

by Ben Bold, Brand Republic 02-Jul-09, 14:25

LONDON - Retailer Next has appointed SPSS to provide it with predictive analytics software to improve its direct marketing and enable it to produce more tailored marketing material.

Using SPSS's data mining software, Next will analyse customer behaviour and consequently produce more tailored content.

Colin Shearer, SPSS's senior vice president of strategic analytics, said: "Online sales is a highly competitive space and customer retention and conversion is a tough challenge for any business.

"Using our technology, Next is able to extract intelligent information about its customers and use this to proactively adapt its approach to internet-based channels, boosting sales and profitability."