Revitalizing CRM for a Global Fashion Retailer: Unified Data, Personalized Experiences

RETAIL, MANUFACTURING AND PROPERTY

Background

The client is one of the world's largest fashion companies, connecting with consumers in over 40 countries. The American clothing company owns, manages, and licenses iconic global brands and designs, markets, and distributes a wide range of clothing and accessories worldwide.

Challenges

With rapidly evolving technology and customer expectations, the client needs to manage an increasingly complex web of customer touchpoints - from legacy store POS systems to digital platforms like loyalty programs, e-commerce platforms, not to mention a variety of backend marketing systems. Efficiently managing and activating this ever-growing pool of customer data across these heterogeneous systems posed a significant challenge. Their IT resources were strained in their ability to deliver personalized customer experiences at scale through targeted CRM initiatives. Integrating data from retail, loyalty, e-commerce, and marketing systems proved difficult, limiting their capacity for data-driven customer engagement.

Additionally, the client's first-party data was predominantly managed by their loyalty vendor, restricting the client's control over data storage and processing. This hindered their ability to expand the scope and effectively optimize the value of data.

Solutions

LPS has revitalized the client's approach to CRM, enabling centralized handling of data to create comprehensive and accurate customer profiles.

Our solution approach encompasses four main stages: preparation, integration, execution, and review. Our streamlined delivery process ensures that clients benefit from MarTech best practices at every critical juncture.

Value Created

Through our comprehensive MarTech and data best practices, we have aggregated and harmonized data from diverse touchpoints to enable robust and future-proof digital CRM. The client now possesses unified and precise customer profiles for two of their key brands, which serve as the foundation for highly personalized experiences and targeted communications that resonate with individual members. The strong foundation and scalability of our solution also means that the client can further expand this coverage as needed.

In parallel, our marketing operations and IT managed services have empowered the client with an expert-driven, cost-efficient, and scalable team. This team not only enhances performance but also boosts flexibility and maximizes return on investment (ROI). As a result, the client can shift their focus back to core business functions, confident in the support provided by LPS.

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