Single Customer View: Optimizing the Customer Experience for Folli Follie

Folli Follie is a prestigious multibrand retailer in the fashion sector. Born in the 1970s from the creativity and entrepreneurial spirit of the Galli couple, it boasts stores in Mantua, Brescia, Verona, Bologna and Riccione. Each store is a true high-fashion boutique where there is a refined selection of clothing and accessories from the most important luxury brands and where professionalism and customer care are the rule. Today Folli Follie is also present online with the e-commerce "TheDoubleF," which re-proposes in a digital key the attention to the customer and the accuracy in the display of products that distinguish the physical Folli Follie stores.

Challenge

Improved experience, improved income

Folli Follie wanted to exploit the opportunities of digital technology to improve the customer experience and grow the profitability of sales channels, emphasizing customer centricity and offering customers an online experience of the same value as the one they had in store. It was therefore necessary to regain governance of the company's data, which comes from different touchpoints (website, social profiles, e-commerce, store, newsletter, etc.) and has always been stored in heterogeneous formats that do not communicate with each other. In addition, the introduction of GDPR made it imperative to update customers' personal data to avoid database leakage.

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Proposed Solution

A precise overview to operate effectively

We supported Folli Follie in the strategic definition, coordination and implementation of this ambitious two-phase project.
In the first phase, our technicians were dedicated to the configuration of the master data, that is, the technological integration and rationalization of the data, aimed at the creation of a data lake for proper governance of the information coming from the various channels. This activity was preparatory to the activation of subsequent marketing campaigns and the definition of a lead management process based on the hyper-profiling of the database in the CRM platform and the individualization of messages in communication.
Data integration also involved information collected in physical stores: the six boutiques were equipped with tablets to register customers for a loyalty program with dedicated discounts. Registration involved the user's entry into a nurturing cluster through which innovative services such as a special personalized outfit newsletter are delivered, giving rise to a true personal shopping service. As part of the data integration strategy, Magento, the platform that hosts the company's e-commerce, was also integrated with CRM so as to feed each customer's Single Customer View also with qualitative and quantitative data from the Online Shop.
In the second phase, we configured the Social ADV modules of the CRM platform to manage precisely and scalably, thanks to marketing automation, planned campaigns on the main social networks.
At the conclusion of the project, we took care of a major contact re-engagement campaign made necessary by the entry into force of GDPR regulations: this activity allowed us to significantly optimize the effectiveness of subsequent marketing campaigns.

Results

A clear vision that guides tangible actions

The organization of data into a constantly updated and reliable single customer view and the activation of lead management paths capable of responding to customer needs across the channel of interaction with Folli Follie (website, e-commerce, social, physical stores) produced:

Increased awareness by the company of the profile and purchase path of its customers;
Increased profitability of sales channels;
Improving the customer experience offered;
Proactive customer service activities with respect to customer needs;
Increased customer loyalty;
Increased effectiveness of Social ADV campaigns;
Continuity of information across departments.

Solutions

Company

Investors

Folli Follie - Single Customer View

Single Customer View: 2.0 customer knowledge