Case Study - 10 Days

Deeper data insights without your own data team

Data-driven working is of strategic importance to 10DAYS. In this, the organisation needed clear answers to questions such as:

• Do customers who buy during a sale also buy full-price items?
• Which products are typically purchased first by new customers?
• What is the impact of specific promotions on customer value?

Although the need was great, the existing technical infrastructure did not offer a straightforward way to obtain these insights. Previous plans to hire a data analyst and data engineer proved costly and time-consuming.

“My pitch was simple: we need a data analyst, but to do that, we first need a data engineer to build our entire Google Cloud environment.”

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The AI Data Assistant as a cost-effective alternativef

During the search for a more efficient approach, 10DAYS came into contact with the Data assistant From AdPage. The choice quickly became clear due to the cost and the speed of the initial results. The annual investment in the data assistant was even less than one month's salary for a data analyst. Moreover, they could start running analyses immediately thanks to simple integration.

“The annual fee is less than the monthly salary of a data analyst. Then, the decision was made quickly.”

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This is how the AI Data Assistant works for 10DAYS

Customer behaviour and purchasing clusters

By analysing purchasing behaviour, 10DAYS discovered that 12 percent of their customers buy both on sale and at full price. This group has the highest customer lifetime value. Increasing this percentage from 12 to 15 percent would potentially generate an extra €10,000 in revenue.

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First purchase patterns

The data assistant revealed that new customers typically begin with:

• Sweaters and tops (first purchase)
• In the second purchase, customers follow with trousers or dresses
• Socks are often added to reach an order limit

These insights will be incorporated into the future digital strategy concerning bundles, customer recommendations, and content.

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Strategic decisions

The figures help to substantiate internal discussions. For example, it appeared that the Private Member Sale concept is not only an acquisition tool, but also ultimately leads to more full-price customers.

“This actually solves so many issues that we won't need to hire a data analyst or data engineer anymore.”

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Het resultaat: data-driven working throughout the organisation

The data assistant not only creates insights, but also increases data-driven awareness within the organisation.

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Marketing

• Deeper insight into personas
• Better analysis of creatives
• Concrete input for targeting and campaigns

Production & Design

• Insight into best-performing items per drop for future drops
• An overview of popular combinations and compositions
• Insight into purchase moments as input for the production cycle

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Management

• Direct substantiation of strategic decisions
• Understanding the real impact of sales promotions

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Personal collaboration and continuous further development

In its collaboration with AdPage, Roxanne particularly values the continuous development of the data assistant and the personal commitment. AdPage actively incorporates customer feedback into the further development of the product. In the coming period, 10DAYS will focus on gathering questions from the organisation, performing analyses, and identifying concrete action points. Through monthly retrospectives, the team continues to learn and optimise.

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Conclusion: scalable data infrastructure without additional staff

Thanks to the implementation of AdPage, 10DAYS now has a scalable, cost-effective data infrastructure without additional staff. The brand can make decisions faster, analyse customer behaviour in greater depth, and better support internal teams with up-to-date insights. In the coming period, 10DAYS will focus on further optimisation and expanding data-driven decision-making across all departments.