With over 1.2 million shoppers and prospective customers, Ted Baker’s brand marketing team wanted to increase in-store data capture. The team wanted to use the data to improve knowledge of the retail brand’s customer base, communications and targeting.
Previously, Ted Baker collected data from all stores in Excel spreadsheet software, used BusinessObjects for sales reports, and struggled to derive the customer insights that would increase the brand’s relevancy, sales and engagement.
“Unless your communications are customer centric and focused on giving them exactly what they want when they want it, then you are going to struggle to develop a meaningful brand,” said Craig Smith, Brand Communication Director at Ted Baker.