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Comcast Cable's NextGen BuyFlow system replaced a patchwork of disparate software and systems (the result of a series of acquisitions) that delivered pricing offers to prospects in more than 6,000 local franchise areas. Comcast needed a unified system that could scale, since at any given time Comcast counts 1.2 million published offers across its markets.
NextGen BuyFlow localizes online offers using the IP address and ZIP+4 location of a potential customer, which reduces the abandon rates that typically result when an e-commerce customer must provide personal details such as a home address. Since Comcast launched the NextGen BuyFlow system nationally in 2012, sales conversion rates increased to more than 25% (up from 18.6%). Additionally, Comcast reduced acquisition cost per customer by 38%. The company says the new system's online buying experience has also driven higher order value and lower churn rates.
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