LEAD ENTERPRISE PROJECT ENABLING PERSONALIZATION; ON TRACK TO DELIVER +5% LIFT IN MARKETING

Background:  

Steeped in traditional print marketing, this retailer needed to transform their approach to customer data.

Slow planning cycles kept valuable insights trapped, when digital channels demanded speed and agility. Through focused leadership and clear annual planning priorities, we unlocked this data's potential - launching a successful MVP in early 2020. The results exceeded expectations, accelerating our plans for full deployment.

Challenge: 

Expand digital performance by fully leveraging a marketing technology stack designed to unlock our customer data to drive sales and improve customer experience.

Solution: Develop business case, activation strategy, and change management approach that secured expense funding and maintained cross-functional alignment.

• With cross functional collaboration, created and prioritized robust set of Marketing Outcomes

• Developed an operating model that

  • Enabled the deployment of the platform while teams supported business now

  • Created rapid communication process to support change management through a rapid alignment process

Results:

• Early reads suggested lifts could be positive ~15%

• MVP unlocked rapid deployment for new to file customers accelerating repurchase rate from ~90 days to ~40, this will add a single visit annually if trend held