Consumer data strategy in sports apparel
Worked with a leading sports apparel company to upgrade their consumer data strategy and governance, driving a step change in consumer trust, experience and loyalty.
Drawing on internal assessment, market insight and expert inputs, we recommended practical improvements that would deliver on the brand’s aspiration to know the consumer better, optimize loyalty, and ensure leading-edge privacy protection.
Context
Our client, a leading sports apparel company, had high aspirations for its handling of consumer registration data: to step up their consumer experience and loyalty, while remaining a highly trusted data holder compliant with local data privacy regulations.
We were asked to provide an expert perspective on what they had in place, compare this with best practice and provide concrete recommendations to reach their aspiration.
Approach
Working closely with a cross-functional client team, and drawing on the knowledge of our expert panel, our work included providing inspirational case examples, evaluating the clients’ data strategy and governance against best practice criteria, sharpening the aspired value/size-of-the-prize and defining prioritised plans that would deliver a step change improvement.
Recommendations included improvements to the data governance operating model, and the development of infrastructure to enable effective personalisation while maintaining high privacy standards.
Impact
With a significantly improved understanding of what was required, potential business value and key priorities, the client embraced the recommendations, and implemented changes across the organisation with respect to strategy, governance and processes/tools.