DenmarkRetail and e-commerce2021 – ongoingBrødrene A & O Johansen
AI test to find customers who had stopped buying
A&O Johansen's AI found 70% of lost customers in a test, against 30% found by staff
Problem
The Danish trade company wanted to know which customers had stopped buying. Staff could only spot a part of them by hand.
Approach
The company ran a test on two years of customer data to find customers who had left. Staff and the AI each worked from the data. The AI could handle many more parameters than people. The article does not name a vendor, and it says the company first looked at AI a little over four years earlier.
Results
Takeaway
A back-test on past customer data gave the company a direct comparison between manual and AI detection. The result came from a test, not from a live campaign.
Categories
- Industry
- Retail and e-commerce
- Business function
- Marketing and sales
- Innovation type
- Process innovation
- AI technology
- Predictive analytics and ML
- Adoption
- Built in-house
- Evidence
- Company's own claim
Sources
Source summaries
A Danish business association article on AI results in Danish firms. It quotes A&O Johansen's e-commerce director on a churn test over two years of customer data: staff found 30% of departed customers and the AI found 70%.
Full details are in the original sources.
