The client
A global luxury fashion brand present across its own e-commerce, a direct retail network and wholesale channels. A customer base in dozens of countries, strong seasonality, frequent product drops and an omnichannel mix in which the physical store remains central.
The challenge
- Customer data spread across e-commerce, CRM, clienteling, marketing automation and advertising — with no single view.
- Personalisation uncoordinated across channels: email, site and store told different stories.
- Propensity and recommendation models too slow for drops and campaigns.
- A need to bring personalisation in store, into the sales assistant’s hands.
The solution
- Profile unification through online and offline identity resolution.
- Purchase Propensity and Product Recommendation ML models refreshed daily, with stock and store proximity.
- Cross-channel journey orchestration: email, real-time recommendation on site and app, in-store clienteling.
- A feedback loop between activation and the CDP to measure conversion by channel and segment.
The results
20M+
personalised communications/year in production
10×
ROI on the personalisation module in year one
real-time
recommendation on site, app and store
