DIY retailer B&Q is testing basket analysis software to help it use sales data to make better decisions about promotions, merchandising and store layouts.

It hopes the software will provide far better understanding
of not only what customers are buying, but also why they are choosing items and if there are any patterns in their purchasing.

'The software allows us to measure almost immediately the changes in customer behaviour,' said Craig Anderson, B&Q customer insights architect.

The RetailKey software from vendor IntelliQ looks at buying patterns over time, rather than taking snapshot views of trading patterns. The software uses graphical tools that remove the need for specialist training in configuring data systems for extracting trend information.

'We were doing basket analysis on a much smaller scale,' said Anderson. 'But this software has allowed a wider range of people - who would have struggled because of the technical ability required in programming - access to this kind of information.

'It allows B&Q to slice and dice large amounts of complex transaction level data, and allows us to test our hypotheses on customer behaviour quickly,' he said.