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Success Stories

Woolrich - Single Customer View

Single Customer View: information makes sales

By implementing an accurate and reliable Single Customer View and establishing an innovative strategic-organizational approach to enterprise data management, we have equipped Woolrich with a consistent, real-time view of data from the company's multiple touchpoints, benefiting marketing, sales and customer care activities.

The iconic Woolrich brand, a true piece of American history and synonymous with warm, durable outerwear, began in the 1980s to partner with Bologna-based WP Lavori in Corso, which promoted its global reach and opened its first flagship stores, eventually acquiring 80 percent ownership in 2016.
Today Woolrich International is a subsidiary of the Luxembourg fund L-Gam, which holds the majority stake, and Japan's Goldwin. Woolrich International distributes its collections, declined in the Woolrich John Rich & Bros and Woolrich Outdoor lines, through a network of 32 single-brand stores in 45 countries.

Woolrich_Azienda

Challenge

Turning data into profit

Woolrich felt the need to increase the effectiveness and profitability of its traditional and digital sales channels, starting with capitalizing on the vast amount of qualitative and quantitative information regarding its customers, collected over time from the different touchpoints. The difficulty was the storage of this massive amount of data: in heterogeneous formats within silos that did not communicate with each other. In addition, the introduction of GDPR made it essential to update personal customer data.

Woolrich_Case

Proposed Solution

Proven efficiency in a strategic view of information

We served as Woolrich's partner in the strategic definition, coordination and implementation of the project to re-capture data governance through analysis and reorganization into homogeneous and intelligible systems. The activity was divided into three phases.

  • The first challenge included defining a master data management to integrate and unify data of different nature and from different channels and then to organize them into a reliable Single Customer View.
  • The second phase involved setting up the CRM system and defining a strategic-organizational approach to managing critical business data. We merged all quantitative and qualitative data into a single marketing automation system and programmed sophisticated marketing and sales automation on the latter.
  • Finally, we equipped Woolrich with customized dashboards for monitoring data and KPIs from both offline and online channels and for reporting analysis.

Results

Efficiency on data improves metrics

Information data that were once disorganized in separate silos have finally become useful information for making "data-driven" decisions whether synchronous, and thus automatic, or asynchronous, that is, the result of subsequent analysis.

Gaining data governance through Single Customer View also enabled:

  • improvement of lifetime value;
  • improvement of customer retention;
  • increase in sales demonstrated by a marked increase in financial transit managed by the various channels since the project began.

Of particular interest was the integration of data from the checkout systems and Wi-Fi hotspots in the different stores: the collection of behavioral data in the stores enabled the definition of interesting proximity marketing actions, for example, the proposal of personalized promotions to the customer who, upon returning to the store, connects with his or her smartphone to the store's Wi-Fi network. The project also played an important role within the company's overall restructuring process and contributed significantly to its international expansion.

 

*Image Credits: ©2024 Woolrich Europe SPA

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