A leading shoe retailer had invested heavily in collecting customer data, but the CFO was frustrated—despite the investment, no clear business value had emerged.
We began by analyzing the value potential within their customer base. This helped us build a strong business case that convinced management to take action. Together, we launched a focused program built around three core pillars:
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Customer Insights & Coaching – Equipping the marketing team with a deeper understanding of customer behavior and value.
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Customer Value Management & Marketing Performance – Coaching teams to steer decisions based on commercial outcomes.
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Data Technology for Personalization & Measurement – Enabling personalized experiences and robust performance tracking.
As a result, the Marketing department is now actively driving customer value. The CRM team steers campaigns based on sales impact, the Loyalty team is reshaping the loyalty plan for greater effectiveness, and the Webshop team is creating personalized shopping experiences to boost basket conversion.
The commercial payoff? A record-breaking increase in the number of top loyal customers—turning a stagnant data investment into a true growth engine.
