Tapestry Takes Data-Driven Approach to Customer Identification
Tapestry, home of brands Coach, Kate Spade, and Stuart Weitzman is refining and expanding its recognition strategies, with a focus on shopper identification and customer movement technology.
Following a successful implementation across the Coach and Stuart Weitzman brands, Tapestry is now set to roll out the Bluecore customer identification platform in its Kate Spade New York banner. Tapestry says the technology has been showing strong identification improvements and contributing to marketing growth for Coach and Stuart Weitzman since its initial deployment in 2022.
The company plans to use the tech to harness data and turn it into insights through retail-specific models related to purchase intent, lifetime value, product affinity, discount affinity, and more.
Tapestry is also looking to broaden its adoption of the platform, prioritizing its integration of Bluecore’s data throughout its digital marketing technology suite, including Salesforce Commerce Cloud, Amperity, Attentive, and Tulip solutions.
Kimberly Wallengren, VP of marketing at Coach, emphasized in a statement the importance of individualized connections with consumers, facilitated by data-driven insight into shopper behaviors.
“Consumers want to be a part of something greater,” Wallengren said, adding that the platform was a “key part” of the company’s “ability to both identify and understand shoppers and customers so that we can connect individually, fulfilling both the consumer's desire, while also supporting our goals of increasing customer lifetime value.”
Weaving Insights from Data-Driven Initiatives
Tapestry has not shied away from tapping artificial intelligence and other data-gathering technologies in its efforts to bolster consumer experience across the value chain.
“We are leveraging [consumer data] through the full value chain from product creation as we understand and do market mapping and understand what our consumers are looking for from our brand as well as from our product — including the younger consumer — and we are leveraging it as we think about how we market and which products resonate with which consumer bases,” shared the company’s CEO Joanne Crevoiserat on an earnings call in 2023.
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Last year, the company upped content customization capabilities, implementing technology that automatically generates words and phrases that are personalized in real-time for each online consumer by leveraging anonymized web session data.
In product allocation, the company shared it had been tapping new data analytics capabilities to optimize processes, such as using artificial intelligence to forecast customer demand, and better position inventory and stores.
On the product innovation side, the company shared it's fueling development efforts by tapping into customer research, analytics and data, and interactive experiences across digital and brick-and-mortar.
