Multinational Fashion Retailer

Situation

The retailer identified the need to develop hyper – personalization capabilities that will offer customers relevant content, vouchers, and promotions, and to effectively drive cross-shopping and render a superior experience to loyal customers. In addition, the past customer initiatives lacked a uniform approach of measurement and holistic evaluation of the impact of marketing on revenue.

Impact

The detrimental impact of non-personalized communication & inconsistent measurement approach sent to the loyalty base lead to:

  • Lower ROI of marketing investments
  • Lack of ability to attribute impact of revenue to customer initiatives
  • Communication fatigue due to the series of generic, non-personalized communications

Resolution

A customer-led inside out behavior analytics approach was employed to ensure optimal impact, comprising:

  • Customer focus group led voucher planning, informed by insights and responsiveness to past behavior and predicted customer behaviour
  • Integration of personalization within Trade Promotion communications using Customer Intelligence
  • Rigorous and consistent measurement approach to establish true incremental sales baseline & evaluate effectiveness

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