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Crew Clothing turns to ‘hyper-personalistion’ as fashion competition heats up

Crew Clothing: going for hyper personal marketing

British lifestyle brand Crew Clothing is looking to elevate its customer experience to what it calls “hyper-personalisation levels” as the retailer seeks to use real-time data to give it an edge in the increasingly competitive fashion and lifestyle market.

Working with Unilyze, a Customer Data Platform (CDP) solution designed by Planning-inc, Crew Clothing will use real-time data from a wide range of first-party sources, including in-store and online interactions, web behaviour, product reviews, email, footfall, and customer service, to bridge digital data with behavioural, attitudinal, and demographic data, enabling the retailer to provide more sophisticated and targeted customer communications and understand their business impact. 

This integration comes as Crew Clothing aims to accompany its growth plans for 2022 with a retail-focused solution that can provide more insights on first-party data than a typical CDP whilst providing consistency and visibility across marketing, merchandising, and product. 

Unilyze will feature a full suite of CDP options and data science solutions including predictive modelling, bespoke customer dashboards and robust self-serve data analysis that are expected to power intelligent marketing and insight-fuelled, cross-functional decision-making for marketing teams.

Ally Bradshaw, Digital Director at Crew Clothing says: “We are very excited to be working with Unilyze from Planning-inc for the second half of 2022 and beyond. The platform will allow us to gain a deep understanding of customer behaviour, seamlessly share data across the business and achieve agile and highly sophisticated customer communications. This can be a challenge for even the most forward-thinking retailers. However, today, with Unilzye and Planning-inc, we are now able to unlock our data and provide a more relevant, inspirational experience for our customers.”

James Melhuish, CEO of Planning-inc, adds: “We know exactly how important it is for Crew Clothing to elevate their customer communications. Their expansion plans for 2022 presented an opportunity to bring an added level of sophistication and innovation to their customer marketing programs, and today we’re glad to say that the brand has gained an understanding of customers that is arguably unparalleled in the retail ecosystem.”

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