How CDP transformed Falabella’s data-driven retail journey
Falabella Group is a leading global Retail and Financial services company with over 100 years of legacy. To achieve their vision of "One Company and One Customer," they partnered with Publicis Sapient to develop a scalable customer data platform (CDP) unifying shopper data to deliver 360-degree insights and superior brand experiences.
The imperative for change
When approaching their goal, Falabella Group realized they faced a major problem. Data was siloed across all of their business units, making it difficult to manage customer engagement and growth. To solve this, they envisioned a CDP that integrated and enriched customer data under one unified platform, fueling their transformation strategy.
The transformative solution
Publicis Sapient built a custom CDP solution leveraging Google Cloud Platform.
The solution solved for several areas of data transformation, including:
- Data ingestion, transformation, consumption and entities unification
- Modular/customizable machine learning frameworks for logging/monitoring, scheduling,
- DevOps, test automation
- Customer 360 applications, including customer unification/profile, order, product and transactional analysis
- A cloud agnostic/self-service custom ML to perform predictive data analytics, measure customer lifetime value, product and channel affinity for acquisition, personalization and retention
Powered by the customer insights that the CDP provides, Falabella has already started to identify and activate strategies to realize tangible business benefits through improved marketing effectiveness – reducing customer churn, providing best customer offers and superior personalization.
The CDP solution has laid a solid foundation for Falabella to accelerate their journey to become a true Algorithmic Retailer, with the ability to extend datadriven culture to other areas of its business and drive sustained growth through competitive advantage, enhanced customer-brand connection and improved profitability.
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