Vivienne Westwood adds data platform

Iconic fashion brand Vivienne Westwood has selected a new customer data platform (CDP) to drive its digital communication strategy

Vivienne Westwood has selected Mapp Cloud as its Customer Data Platform not only because of the technology offered but the high level of support and expertise on hand to drive the digital communication strategy forward.

It has also implemented Mapp partner Eyos (formerly yReceipts) to handle its instore digital receipts. As a by-product of all transactions taking a digital receipt, Mapp Cloud receives valuable store transactional data and has a direct channel for obtaining customer opt-ins. This helps build the personalisation story and tailor marketing communications.

Vivienne Westwood is using all aspects of Mapp Cloud including its onsite behavioural tool to deliver personalised product recommendations, as well as key revenue driving campaigns such as abandonment.

Insights

It is also taking an insight led approach to its strategic decisions and as a result has implemented the Mapp Intelligence solution to drive actionable retail insights and tailor cross-channel marketing communications accordingly.

This aligns the business against KPIs as well as providing a detailed analysis of channel performance and building tailored RFM models against its customer set.

Ilaria Morelli, digital marketing manager, at Vivienne Westwood said: “We can now unify all our customer data from previously disparate sources and with Mapp Intelligence we are getting insight-led customer data at our fingertips which is driving business change. We look forward to developing our activity with Mapp over the coming months and years.”