Torfs, a well-established shoe retailer, faced several challenges despite significant investments in a comprehensive data warehouse and data lakes. Their main obstacle was integrating these technical assets with transparent processes aligned between marketing and IT. This integration was essential to fully leverage the data potential. Data was siloed across various platforms, which prevented the creation of a unified view of the customer. This fragmentation made it difficult to understand customer behavior and preferences accurately. Consequently, they struggled to personalised the majority of the messages they were sending. Personalised messages with a specific objective could encourage more frequent store visits and increase customer loyalty.

Torfs needed to bridge the gap between data and marketing tools to create effective customer interactions. To overcome these hurdles and achieve their goal of personalized customer interactions, Torfs turned to addData for strategic guidance and support.

1. Mapping the Current State and Goals

We started with a detailed assessment to understand Torfs' current abilities and future goals. Torfs' main objective was clear: to gain more insights from data to improve and personalize customer communication, ultimately encouraging more frequent store visits.

2. Evaluating Data Readiness**

Next, we assessed Torfs’ data readiness. We checked the accuracy and availability of their data, ensuring it was accessible within their marketing automation systems. This step was crucial for identifying any gaps in data that needed to be addressed to create a comprehensive view of the customer.

3. Evaluating Marketing Readiness**

We then evaluated their marketing readiness to reach and engage different customer segments effectively. We explored whether the existing customers were naturally loyal or if there were opportunities to increase loyalty among single-time buyers.

4. Translating Business Goals into Actionable Data Strategies**

Based on our research, we formulated potential business cases and examined the necessary organizational changes to achieve these goals. We focused on linking the right data to relevant platforms and ensuring marketers were well-versed in using this data. We conducted training sessions to help the marketing team translate their goals into measurable KPIs and optimize their processes based on data insights.

5. Implementing Data-Driven Campaigns

We worked with Torfs to develop data-driven campaigns in three-week sprints, creating concrete deliverables such as personalized newsletters. These newsletters now feature customized shoe recommendations based on customers’ previous purchases, making them more relevant and engaging.

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Ourcollaboration with Torfs led to substantial results, aligning their marketingefforts with their data-driven aspirations.

1.Enhanced Customer Insights and Personalization

Wedeveloped dashboards with Torfs' technical partners to monitor KPIs, providingthe management with valuable insights that informed their strategic decisions.These dashboards helped tailor marketing campaigns to individual customerneeds, enhancing the overall customer experience.

2.Increased Customer Engagement and Loyalty

The personalizedmarketing efforts led to more frequent store visits and higher customerloyalty. Torfs now has the tools and processes to attract more customers totheir stores and enrich their shopping baskets with personalizedrecommendations.

3.Organizational Impact and Expansion**

Otherdepartments within Torfs have taken notice of the marketing team’s success andare eager to adopt a similar data-driven approach. This has created a rippleeffect throughout the organization, fostering a culture of continuousimprovement and innovation.

Through astrategic partnership with addData, Torfs successfully transformed theirdigital capabilities, creating a more personalized and data-driven customerexperience. This case demonstrates how a focused approach to data integrationand marketing readiness can drive significant business outcomes in acompetitive retail environment.

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