Executive summary
A regional division of a leading athletic apparel retailer with over 500 stores globally and $4 billion in revenue wanted to increase growth, market more efficiently, and gather deeper insights to improve how and when to engage with customers.
By deploying Treasure Data Customer Data Platform to unify marketing data from siloed data sources across different departments, the retailer has increased revenue per email, boosted conversion rates, and strengthened engagement – while reducing churn.
Challenges
As a rapidly growing global company with a fast-moving, entrepreneurial culture, the retailer wanted to increase market expansion and ensure customers have a seamless experience no matter the touchpoint—in-app, website, in-store, or on a wearable device. However, with marketing data from siloed sources spread across different departments, the retailer did not have the insights to make the right decisions on how and when to engage, especially during the holiday season.
Solution
The retailer needed a secure customer data platform (CDP) that could consolidate all of its customer data, support use case growth, and meet global security requirements. Treasure Data Customer Data Platform enabled the brand to meet these goals by having the capabilities to:
- Consolidate customer data from various sources and different countries and regions to create a unified customer view
- Manage marketing campaigns throughout the customer lifecycle through various digital channels
- Increase CLTV and marketing ROI through audience segmentation, propensity modeling, scoring, and more
- Support continued growth with a secure and scalable platform
Results
By deploying Treasure Data Customer Data Platform to unify marketing data from siloed data sources across different departments, the retailer can now manage all their customers and audience segments to:
- Increase new customers and known profiles
- Increase email engagement with personalization, including upsell, cross-sell, and next-best product recommendations
- Launch successful abandoned browse and cart campaigns
- Increase conversion rates and average order size by utilizing real-time engagement signals to update product recommendations
- Reactivate customers and reduce churn
- Grow mobile affinity by tailoring first-time mobile visitor experiences based on the interests they express in real-time
- Allow the retailer to continue to scale its customer data and use cases on a secure platform
The retailer plans to continue to augment third-party data and collect more detailed customer preferences to better identify customer affinities and build models within Treasure Data Customer Data Platform that allow them to serve up even more seamless omnichannel experiences at scale.
