The SFG Challenge… 5 Brands operating independently Lack of time + expertise within the Brands to execute personalised, targeted communications Mass emails spamming the base on a weekly basis No single customer view, across channels or Brands Unable to analyse the data in our legacy systems We needed to engage with our members across all channels
…building our Single Customer View to bringall the pieces together to meet the challenge Image: lanternhollowpress.com
Synthesize data into insight - Grow the relationship with your customer with relevant data captureIdentify how to then use this to benefit everyone - Ascertain value of each customer to optimise commercial opportunityDeliver a great experience to the customer - Click to collect, tablets in-store, multi branded e-commerce platformMake it personal - Personalised emails, recommendations and promotions SFG may sell frocks, but we have one of the largest customer data assets in Australia
It’s also about connecting and making great memories seamlessly
And what happens when you do listen and then work out how best to deliver?