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CDP Diaries: Customer Journeys You’ll Fall in Love With – Luxury Retail

In the fast-paced and competitive retail sector, delivering personalised and seamless customer experiences is paramount for success. Luxury brands, in particular, face the challenge of leveraging customer data to develop tailored strategies that drive loyalty and boost sales. The ability to harness customer data is not just a luxury, but a strategic imperative for identifying growth opportunities and gaining a competitive edge. This is where Customer Data Platforms (CDPs) play a vital role in the era of data-driven marketing, enabling companies to navigate the complex and ever-changing customer journeys. By consolidating data from multiple sources, CDPs provide a comprehensive view of the customer, empowering businesses to forge meaningful interactions. As Europe’s leading customer data platform, Zeotap CDP offers retail brands the tools they need to unlock the full potential of data and drive growth. To illustrate the power of Zeotap CDP in the retail industry, let’s delve into Stephanie’s story and explore the transformative impact of CDPs on luxury retail brands.

Meet Stephanie

Meet Stephanie, a fashion-forward person with a penchant for luxury accessories.

cdp-diaries-meet-stephanie

One day, Stephanie visits Deliciae’s website, her favourite luxury designer brand, and falls in love with a stunning bracelet. She adds it to her cart but gets interrupted by a call from her husband. Unfortunately, she forgets to complete the purchase. Little does Stephanie know, her journey is about to take an exciting turn.

Bridging the Gap with Zeotap CDP

cdp-diaries-bridging-the-gap-zeotapTwo days later, Stephanie decides to visit the Deliciae shop in Champs-Elysées, Paris, where she finally buys the bracelet she had her eye on. This critical buying event triggers a chain of data signals. The data collected, including Stephanie’s email, first party cookie, and relevant behavioural website events, is seamlessly integrated with Salesforce CRM via Zeotap CDP, which is used by the designer company. The data then flows into Zeotap’s Deliciae instance within the CDP, establishing a unified customer profile.

Birthday Surprise

Several weeks later, Stephanie, using her iPad, decides to purchase a Deliciae pour Homme  wallet for her husband’s birthday. Although it’s a sister brand, they are two distinct maisons. The challenge arises in merging the data due to consent restrictions. Deliciae Group leverages a Data Clear Room (DCR) solution, integrated with Zeotap CDP. The data from both brands is kept separate in the CDP instances, ensuring compliance while allowing Deliciae Group to identify Stephanie as a multi-brand customer.

Personalisation and Upselling

cdp-diaries-stephanie-personalisationZeotap CDP consistently feeds Stephanie’s data back to BigQuery, enabling Deliciae‘s data science team to enhance their next-best product algorithms. Months later, Stephanie’s birthday approaches, and Zeotap CDP, armed with insights derived from BigQuery, knows she has a high propensity to purchase a watch. Deliciae leverages this information and sends a personalised birthday email through their marketing automation tool, offering a beautiful next-best product—the new Deliciae watch.Zeotap CDP’s Orchestrate Module (real-time data orchestration), orchestrates a journey that encompasses email, website personalisation multi-steps, and also activates targeted video ads on platforms like YouTube,  Facebook and Instagram.

Analysing Success with Looker​

 Zeotap CDP also integrates with Looker, providing Deliciae‘s data teams with aggregated analytics. They gain valuable insights, such as the percentage of users with multiple products, the effectiveness of YouTube ads in driving purchases, and more. These analytics enable informed decision-making and continuous improvement of marketing strategies.

Conclusion

csp-diaries-stephanie-conclusionZeotap CDP empowers brands like Deliciae Group to deliver exceptional customer experiences by harnessing the power of customer data. From capturing customer interactions to orchestrating personalised journeys and measuring campaign effectiveness, Zeotap CDP serves as a central hub for creating seamless, data-driven marketing experiences. Step into the future of customer engagement with Zeotap CDP and unlock your brand’s true potential.

zeotap-luxury retail-use case-diagram

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