The world's top 500 internationally renowned clothing retail brands have more than 30 years of history, with more than 600 stores in more than 150 cities. In recent years, the brand has officially adopted digital transformation as its top-level strategy. The core of its digital transformation is to build a customer-centric experience. In order to directly transform consumer needs into products, it needs to dig deeper into customer data and ultimately drive business growth with data .
-The value of data needs to be explored. For more than 20 years, the apparel brand has a large amount of data on customer and goods. However, there are currently obstacles in data integration and data application, which cannot give full play to the value of data assets.
-The lack of integrated platform tools for member operations makes it difficult to meet the needs of member services and marketing in multiple online and offline scenarios.
-Marketing efficiency needs to be improved. In the process of data application, there is still cross-platform data dispersion, which restricts the implementation and implementation of marketing strategies of business departments. The data application capabilities of the marketing direction are still at a relatively basic stage.
- On the big data platform of the apparel brand, for its specific business needs and existing data technology, a better choice is to build a marketing automation system on the big data platform.
- Through the accumulation of multi-channel and multi-dimensional customer data, on the basis of existing customer information and fact labels, a 360° profile of the apparel brand's customers is established to refine the brand's all-round perception of customers.
- Improve the scale and loyalty of members of the apparel brand, form a scene-oriented and refined member operation capability, complete the goals of member recruitment, activation, wake-up, and service at various stages, and meet the huge and rapidly growing membership scale in personalized Service demand.
In-depth mining of the commercial value of data assets: After the establishment of the big data platform, the existing huge amount of data of the apparel brand will become a data asset with deep potential that can bring deep commercial value to the enterprise. Through the establishment of an automated marketing platform, Fully excavate, use, and play the value of the apparel brand data assets.
Fully empower the marketing strategy of the business department: As the core work platform of the business department, the automated marketing platform can serve the marketing capabilities of the business department in depth, respond flexibly to marketing needs, give full play to the strategic value of marketing experts, and enable the business department to be independent Complete the whole marketing process from strategy to execution to effect analysis.
Realize refined automatic marketing based on data: on the basis of customer cognition, through the selection and setting of conditions such as customer attributes, behaviors, preferences, channels, and timing to achieve differentiation, refinement and automation of marketing strategies. This enables customers of the apparel brand to obtain the most suitable information and services at the time they need it.