# Understanding customers through occasions, not just transactions
Customer and occasion intelligence for more relevant decisions
Customer and occasion intelligence for a scaled UK gifting and ecommerce business.
Organisation: UK gifting and ecommerce business
Sector: Ecommerce and Gifting
## Delivery areas
- [Analytics and Intelligence](/what-we-build/analytics-intelligence)
## Capabilities
- [Data and Analytics Engineering](/data-analytics-engineering)
- [Applied AI Engineering](/applied-ai-engineering)
## Challenge
A gifting business needed to understand the people, relationships and occasions behind purchases so that merchandising and communication could become more relevant.
## What we did
We connected customer, order and product data, developed occasion-based segments and applied AI to surface patterns that conventional transaction reporting missed.
## Outcomes
- Teams gained a shared view of customer and occasion behaviour
- Segments support more relevant merchandising and communication
- Repeatable analysis replaced one-off data requests