One customer view across every retail interaction
A unified customer intelligence platform that connected loyalty, point of sale, ecommerce, mobile, service and campaign data to create a consistent customer profile and make customer insights available faster across the business.
The retailer had customer data in many places, making it difficult to build a complete and consistent customer view.
Customer information existed across loyalty, point of sale, ecommerce, mobile, service and campaign platforms. Teams could answer individual questions, but creating a complete customer profile required data extraction, matching and manual preparation.
What we found
- Customer identifiers differed across POS, loyalty, ecommerce, mobile and service systems.
- The same customer could appear under multiple records across channels.
- Offline and digital purchase behavior was difficult to connect consistently.
- Marketing teams depended on data teams to build and refresh many customer audiences.
- Customer value, frequency and engagement measures were calculated differently across functions.
- Service teams had limited visibility into relevant purchase and loyalty context.
- Customer analysis often required repeated data preparation before each use case.
What the business needed
- A single governed customer profile across retail touchpoints.
- Reliable identity resolution and duplicate reduction.
- Consistent customer value, frequency, engagement and retention measures.
- Near real time or scheduled customer updates based on business requirements.
- Faster creation of customer segments and campaign audiences.
- Customer analytics available to marketing, merchandising, ecommerce, service and leadership teams.
- A reusable customer foundation that could support personalization, retention and customer experience use cases.
We created a governed customer 360 layer that connected identity, behavior, value and engagement across channels.
The solution focused on making the customer profile reusable across analytics and customer experience processes rather than creating separate datasets for every business question.
Unified customer intelligence platform
The platform established a common customer profile and connected it to reusable customer measures and segments.
- Integrated loyalty, POS, ecommerce, mobile, service, campaign and customer master data.
- Built identity resolution rules to connect customer records using available identifiers and matching logic.
- Created a governed customer profile containing demographics, purchase history, channel behavior, loyalty status and customer value.
- Standardized measures for recency, frequency, monetary value, engagement, retention and customer lifetime value.
- Built reusable customer segments for high value, new, returning, inactive and at risk customers.
- Enabled customer level drill down in Power BI for marketing, merchandising, ecommerce, service and leadership teams.
- Created data feeds and governed audience outputs that could support downstream campaigns and customer experience processes.
A reusable customer data layer connecting every major retail touchpoint
The architecture supports multiple customer use cases from the same governed foundation and allows the processing pattern to be selected based on volume, latency and existing enterprise platforms.
A six stage approach to build customer intelligence on a governed foundation
The implementation established the customer identity layer first, then added customer measures, segments and activation capabilities.
Assess
Map customer sources, identifiers, ownership, quality issues and priority customer use cases.
Resolve
Define identity matching rules and establish a reliable customer key across channels.
Unify
Build the customer profile and connect transaction, loyalty, digital and service information.
Measure
Standardize customer value, engagement, frequency, retention and behavioral measures.
Segment
Create reusable customer segments and signals for priority business scenarios.
Activate
Expose governed customer insights to dashboards, audiences and customer experience processes.
Customer data became easier to trust, analyze and use across the organization.
Faster customer insight generation
A reusable customer profile reduced repeated data preparation for customer analysis.
Improvement in profile match rates
Identity resolution reduced fragmented records and improved the connection between customer interactions.
Faster audience creation
Standardized segments reduced the effort required to create customer audiences for campaigns.
Potential conversion improvement
Better customer targeting and context created opportunities to improve campaign and experience conversion.
Reduction in repeated customer data preparation
Reusable customer models reduced duplicated extraction and transformation work across teams.
Faster customer performance reviews
Consistent customer measures helped teams move more quickly from customer trends to business action.
The retailer moved from fragmented customer records to a reusable customer intelligence foundation.
The customer 360 layer became a shared source for understanding customer value, behavior and engagement across channels.
One Customer View
Teams could connect customer interactions across store, digital, loyalty and service channels using a common profile.
Better Customer Understanding
Customer value, purchase frequency, engagement and retention signals were available in a consistent structure.
Faster Analytics
Reusable customer data models reduced repeated preparation for segmentation, campaign and customer behavior analysis.
Foundation for Personalization
The same customer foundation could support targeted offers, retention programs, next best action and service improvements.
Build a customer view that the whole business can use.
From identity resolution and customer 360 to segmentation, analytics and activation, a governed customer data foundation can help retailers understand customers consistently across every channel.
Discuss your customer 360 transformation