Single Customer View: a Clear Customer View for Dainese

For nearly 50 years, Dainese has been designing and marketing sportswear products characterized by constant technological innovation on the protection and comfort fronts, with great attention to design and quality materials. Starting with motorcycling, the Venetian company's market has gradually expanded to downhill skiing, mountain biking, horseback riding and sailing, up to highly specialized products for astronauts, while keeping the target audience of competition professionals and sports enthusiasts steady: a demanding, performance-conscious public, to be intercepted and retained with products of excellence, but also with the quality of a highly personalized service.

Challenge

Leverage data in a simple and practical way

Dainese wished to bring to life effective up-selling and cross-selling commercial policies by capitalizing on the large amount of data on purchasing behavior from traditional and digital touchpoints. However, the main obstacle was related to the difficulty of comparison and analysis caused by the heterogeneity of multi-channel data, including data from about thirty flagship stores scattered mainly between Italy, Germany, and the United States, from websites, and from online shops.

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Proposed Solution

Know the customer and build a valuable customer journey

We supported Dainese in building an evolved and particularly efficient Single Customer View, achieved through the restructuring of operational management processes and a major technological integration activity aimed at centralizing data from the various channels.
In just under a year, our experts and technicians have finalized the important work of integrating processes and systems, identifying, aggregating and making visible in a Single Customer View the historical and real-time acquired data of Dainese customers and the different corporate brands.
To ensure the efficiency of all marketing automation processes, we made the CRM platform the "nervous system" of the architecture, capable of connecting all information islands and enhancing data to derive consumer experiences for analysis and personalized and automated marketing actions.
This way, we were able to achieve relevant results and build a customer journey that also includes data from unconventional touchpoints, such as product configurators and even the electronic devices with which the "smart" clothing line is equipped, in an IoT integration perspective. To minimize the potential impact caused by the company-wide change in operations, we programmed simple and intuitive features and trained Dainese's internal and external staff through thorough coaching by our consultants.

Results

Targeted campaigns ensure great effectiveness

The enabling of the single customer view, with the resulting analytical activities and marketing actions, was crowned with timely results on all single touchpoints.
A significant example were short campaigns such as Black Friday '19, which proved in the results the efficiency of the methodology. But the most interesting results will surely be the long-term ones, which can be achieved thanks to the possibility of activating marketing and sales campaigns based on behavioral clusters.
In addition, the solution that we have implemented prospects further opportunities on the "tailor made" front, thanks to the ability to design and promote customized products, tailor-made based on customer information acquired from different touchpoints. Not to mention the infinite potential that opens up in the area of IoT, thanks to the integration of "wearable" devices that can dialogue with the new intelligent CRM system.

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Dainese - Single Customer View

Single Customer View: accelerating toward innovative benefits