How VF Corp made the single customer view a reality

The parent company of brands like Timberland, Vans, and Smartwool describes the strategic approach to implementing a customer data platform.

There is no magic solution and it requires a solid base of people, processes, and technology to realize the popular vision of individual customers. But that cannot be ruled out. These are the top three conclusions from a recent session at the MarTech conference with Reem Seghairoun of FF Corp in clothing from various stores and Cory Munchbach of BlueConic’s customer data platform.

In this session, Munchbach Seghairoun asked how FF Corp, brand controllers like Timberland, Vans, and Smartwool, started looking for a platform for customer data. (Spoiler alert: I ended up choosing to work with BlueConic.)

Where to start

“About a year and a half ago, almost two years ago, we started looking for technology that could achieve our customer-centric goals and, finally, we chose a CDP,” said Seghairoun. as with a specific technology in mind. “And the journey has continued since then.”

Seghairoun noted that companies that are not 100% digital and are starting from scratch face the challenge of managing their existing data infrastructure.

Let’s put the puzzle pieces together. Then, we started to analyze the gaps and what we want to implement in the future.

As FF operates a variety of electronics and corporate stores and brands, Seghairoun said it is particularly important that a CDP solution allows for the seamless integration that can be offered to customers.

 “It has predefined and readily available APIs that allow us to connect to different channels that come and go over time,”

a very conscious launch

Munchbach describes FF’s very deliberate approach to bringing CDP technology under one brand and then expanding and using the platform.

“We have analyzed our brands and picked one that seems to present new problems,” said Seghairoun. – So that we can pick the fruit easier than you want. We wanted to support the brand to try out a CDP because this was the first time the company offered such a platform.

“That’s why we chose to create a brand for the first time,” she continued. But it also allowed us to get familiar with the tool and also to find the technical team and see if the implementation could go very well before zooming in. That’s why we generally want to deal with the latest technologies.

Over time, FF has learned a lot about how internal teams benefit from CDP data and how to identify the best implementations.

“Taking care of the data fronts – understanding what kind of data you want to bring, how you want to transfer it – can save a lot of time if you want to implement CDP to plan this task,” Seghairoun said. “What we have also learned is that it can be very useful to bring your users together from the start. We learned more during the implementation and I think we have improved useful resources. Implementation.”

Measure success

Munchbach also talked about how FF measured the success of applying the technology. “One of the things that surprised me about the Timberland team during the implementation,” he said, “was their attention to how they measured the impact of this add-on on their technology stack.” They reflected on cost-effectiveness, workflow efficiency, and their ability to deliver the best customer journey they were looking for.

Seghairoun shared a little more about the business approach, saying, “When we measure how well a product implementation fits us, we look at three things: First, of course, efficiency. It really works. You get better. cost savings. how much value and experience do we want to offer our consumers?

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