Luxury brands focus on customer data for seamless omni-channel experiences
Luxury brands are challenged to continually satisfy their highly demanding clientele, who are connected, mobile and travel extensively around the world. Providing a seamless omni-channel and global in-store experience posed a stiff challenge to one multi-brand company that manages more than 15 luxury brands. The company met the challenge with a solution from Precisely, which helps ensure that customer information is complete, consistent, accurate and easy to manage.
As part of a worldwide program that included a CRM solution, a point-of-sale (POS) alignment, and an in-store clienteling application, the company set out to align customer information for each of its brands globally and across channels, giving them a single customer view. To do so, the company first had to improve the quality of its customer information.
“This was a specific requirement from our brands,” notes the company’s worldwide CRM manager. “We needed to ensure the cleansing of our data and the digitization of our customer information, brand by brand.”
“The main differentiating factor was clearly the way Precisely can manage the end-to-end process of customer information management from data quality to data governance worldwide.”
— Worldwide CRM Manager, Leading Luxury Goods Retailer