Alteryx > Case Studies > West Marine's Transformation: Elevating Customer Data Insights with PK and Alteryx

West Marine's Transformation: Elevating Customer Data Insights with PK and Alteryx

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Technology Category
  • Platform as a Service (PaaS) - Application Development Platforms
  • Sensors - Utility Meters
Applicable Industries
  • Marine & Shipping
  • Retail
Use Cases
  • Intelligent Urban Water Supply Management
  • Leakage & Flood Monitoring
About The Customer
West Marine is the largest retailer of boating and marine supply products in the United States. They operate 240 stores nationwide, handling both the retail side and wholesale distribution side where they work with marine industry partners. Their mission is to outfit, educate, and inspire anyone who has an interest in the water lifestyle. They handle everything from boat components and parts to water sports equipment for the everyday customer looking to experience the water lifestyle. They were looking for a solution to manage and analyze their customer data more effectively and efficiently.
The Challenge
West Marine, the nation's largest retailer of boating and marine supply products, was facing a significant challenge in managing and analyzing their customer data. Despite having 240 stores nationwide, both on the retail and wholesale distribution side, they were heavily reliant on a third-party vendor for data management. This external database was not only costly but also disconnected, providing reports in Excel that did not offer a comprehensive view of the customer journey. The main issue was the inability to cleanse, enrich, and analyze their own customer data, which was hindering their mission to outfit, educate, and inspire anyone interested in the water lifestyle. The company was seeking a solution that would allow them to utilize their own resources, own their customer data, and trust their data with confidence.
The Solution
West Marine turned to Alteryx and PK, a trusted enablement partner, to regain control of their customer data. Having had a positive experience with Alteryx on a previous project, they decided to use it for this project as well. They started with a series of trials and built workflows that demonstrated they could process multiple client lists in a way they couldn't before. With Alteryx, they were able to enable their teams to self-serve when it comes to ingesting, enriching, and analyzing customer data. PK helped deliver an automated process to create a single source of high-quality data that West Marine owns, controls, and manages. This allowed them to respond quickly to business and customer needs. PK also developed a consolidated view of the customer in a dashboard for West Marine's senior leadership team, enabling them to gain insights and better understand customer behavior.
Operational Impact
  • The implementation of Alteryx and collaboration with PK has led to significant operational improvements for West Marine. They have saved 70% of their annual costs in managing customer data and gaining insights. They now have a sense of control over their data, which has led to an increase in eagerness from the executive team to drive insights. The company has started to truly uncover the behavior of customers through analyzing and owning their data. This has allowed them to respond effectively to the pandemic and come out of 2020 well-positioned in the market. They are now in a growth phase, with analytics helping them understand how customers are flocking to the water for comfort and familiarity. The company is also looking forward to integrating Alteryx with their CRM capabilities to run customer lifecycle strategies and aid their marketing team in their efforts.
Quantitative Benefit
  • 70% of annual costs saved managing customer insights
  • 360-degree view of the customer journey achieved
  • Single source of high-quality data created for better management and control

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