优衣库:自动化精准营销助力品牌将客户需求转变为产品


作为领先的国际化连锁服装零售商,决策层希望充分发挥多年来累积的海量人货场数据价值,深度认知消费者并实现高效的个性化沟通,在数字时代塑造一个新的、充满活力的品牌

Uniqlo: Precision MA helps brands transform customer needs into products

Customer Profile

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 .

Customer challenge

-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.

Solution

- 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.

Project effectiveness

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