Arcadia Group is aiming to beef up its customer insight strategy across the Topshop, Topman and Wallis retail brands by implementing a new data platform to deliver highly personalised marketing campaigns.
The retail giant has handed a six month pilot to Glasgow-based Big Data for Humans, which will implement its software-as- a-service solution – The Customer Graph – which places advanced data science into the hands of in-house marketers in one interface.
It is claimed that the platform allows marketers to quickly and easily secure high granular customer insights and create personalised omni-channel campaigns.
Arcadia Group’s Simon Pritchard said: “Our ambition is to deliver much smarter, more targeted marketing activity for Topshop, Topman and Wallis, and Big Data for Humans’ solution facilitates that in a very retailer-friendly fashion.
“With the Customer Graph, we’re getting closer to our customers than even before, combining online and in-store data in a way that has not been possible before, and we have high hopes for the results it will generate during the pilot.”
Founded in 2014, Big Data for Humans works for companies in both the retail and travel sectors, including Tesco, Selfridges, Cartier, Air Asia and Woolovers.
Chief strategy officer Sheila Power said: “The Arcadia Group is a significant win for our business. It presents our team with an exciting opportunity to work with some of the retail sector’s best brands and operators, and to demonstrate the capabilities and results that are possible with The Customer Graph.
“High street fashion is a fast moving sector, and as marketers contend with ever more complex data streams, our solution allows business teams to quickly and easily gain highly granular insights and convert these into action, resulting in groundbreaking results in the way they sell to their customers.”
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