U.S. retail firm J.Crew chooses Acquia’s customer data platform
In a recent J.Crew email marketing campaign that targeted a cashmere audience segment, the brand saw double-digit gains over the “business-as-usual” audience in terms of value average orders (AOV), conversion rate, open rate and click-through rate. The cashmere audience accounted for 10% of the full release and generated almost 50% of the total demand, Acquia said.
Like many leading retailers, J.Crew had worked with a Marketing Service Provider (MSP) for years and did not fully leverage their customer data in physical stores and online interactions. This incomplete consistency and quality of data impacted J.Crew’s ability to maximize Customer Lifetime Value (LTV) across brands. As such, J.Crew needed a platform that could deliver self-service business information, without having to rely on an MSP to fulfill every query, Acquia said in a press release.
J.Crew uses Acquia CDP to power its call center with customer data and has been delighted with the quality of data provided by Acquia CDP’s deduplication, aggregation and computations. J.Crew analysts have access to Acquia data queries and can use them with other data sources and business intelligence / machine learning tools. Marketing teams can create segments and act quickly based on customer data. For example, when a store closes, J.Crew can now retarget customers in minutes and redirect them to another store in their area, according to Acquia.
J.Crew uses Acquia CDP as a data hub to distribute feeds to their partners, including their digital agencies, call center, branded credit card provider, and more. CDP also transmits the data to the brand’s email service provider, social media accounts, web personalization platform, and business intelligence tools. J.Crew also uses Acquia CDP for direct mail activities, list processing, and direct mail campaign performance monitoring. Acquia CDP’s machine learning models also provide J.Crew with daily customer scores on many models, including “Likelihood to Buy” and “Likelihood of Paying Full Price”. J.Crew uses data from Acquia CDP to fuel and train their personalized machine learning models, which helps marketers build targeted audiences and activate them in campaigns.
“We are delighted that one of the most iconic global retail brands trust Acquia CDP to engage with customers online and in stores. Acquia CDP was designed to be a single source of truth, delivering trusted data that drives real business results. As we say at Acquia, business decisions are only worth the data that informs them. We are proud to help J.Crew achieve exceptional results through machine learning and advanced analytics, ”Lynne Capozzi, CMO of Acquia said in a statement.
Fibre2Fashion Information Office (GK)
Digital experience company Acquia announced that J.Crew has selected Acquia’s Customer Data Platform (CDP), a customer analytics and machine learning platform, to drive measurable improvements performance with the brand’s marketing campaigns. J.Crew is an omnichannel retailer of clothing, footwear and accessories for women, men and children.