Magazine Article | December 19, 2016

Clarks Achieves One View Of The Customer

Source: Innovative Retail Technologies

By Erin Harris, Editor-In-Chief, Cell & Gene
Follow Me On Twitter @ErinHarris_1

January 2017 Innovative Retail Technologies

Via a customer data and engagement solution, the iconic shoemaker personalizes the shopping journey and achieves a 360-degree view of the customer.

Clarks, the 200-year-old shoemaker and retailer, was faced with a disconnected technology ecosystem. The organization was unable to understand its customers in a way that allowed for optimal customer marketing strategies. The time, money, and resources needed both internally and externally to implement a larger marketing cloud with a number of products required either heavy integration or a large marketing service provider. Clarks didn’t view either of these as options. “We needed a partner with an all-in-one technology that could solve our data silo issues and unite our customer profiles across all channels and provide actionable insights to inform and shape our strategies,” explains Kylie Beals, director of performance marketing, e-commerce at Clarks. “We needed a campaign management tool that could optimize our marketing spend and orchestrate more personalized customer experiences across all our marketing channels.”