Data Readiness Powers Personalization for Global Activewear Brand

Company Overview:

A privately held global activewear apparel company with a market presence in over 140 countries and more than 1,600 employees.

Challenges + Goals:

As a manufacturer, distributor, and retailer with a burgeoning direct-to-consumer model, the company wanted to create an omnichannel experience for its customers, but fragmented systems and customer data silos presented significant obstacles. Customer information consisting of multiple online and offline data types from a variety of digital and traditional channels made it difficult to provide consistent messaging across touchpoints, such as contextually relevant offers and related product descriptions. To build a single view of the customer while protecting business-critical information, the company needed to integrate a wide variety of data types and sources and create a solution that leveraged its existing marketing technology stack.

The company identified having a single customer view as pivotal for transforming marketing operations, simplifying the management of its growing customer database, and providing innovative omnichannel marketing orchestration.

Winning Solution:

Using the Redpoint Data Readiness Hub, the company unified multiple data types to create a single view of the customer that it activated across multiple channels of engagement. The Redpoint platform is tightly integrated across the company’s entire marketing technology stack, allowing the company to optimize consumer messaging with an easy-to-manage database of unified customer profiles.

Armed with an always-on, always-updating unified view, the company manages a rolling four-year database of 700 million records with information on 10 million customers in North America alone. With direct access to these records, the company tracks customers across multiple transactional and behavioral dimensions, analyzes customer trends and behaviors, and creates personalized customer experiences across all channels and interactions.