Crew Clothing has partnered Planning-inc to integrate a customer data platform aimed at achieving hyper-personalised customer experience.

The apparel brand said that Planning-inc’s Unilyze platform would enable it to use real-time data from a wide range of first-party sources, including in-store and and online transactions.

The technology will also enable Crew Clothing to analyse web behaviour, product reviews, email, footfall, and customer service, and will bridge digital data with behavioural, attitudinal, and demographic data, enabling the retailer to provide more targeted customer communications and understand their business impact, according to Planning-inc.

This integration comes as Crew Clothing aims to accompany its growth plans for 2022 with new retail-focused technology that can provide more insights on first-party data and consistency and visibility across marketing, merchandising, and product.

Unilyze will feature CDP options and data science solutions including predictive modelling, bespoke customer dashboards and self-serve data analysis that are expected to optimise marketing and delivery cross-functional decision-making for marketing teams.

Ally Bradshaw, digital director at Crew Clothing said: “We are very excited to be working with Unilyze from Planning-inc for the second half of 2022 and beyond. The platform will allow us to gain a deep understanding of customer behaviour, seamlessly share data across the business and achieve agile and highly sophisticated customer communications.

She added: “This can be a challenge for even the most forward-thinking retailers. However, today, with Unilzye and Planning-inc, we are now able to unlock our data and provide a more relevant, inspirational experience for our customers.”

James Melhuish, chief executive of Planning-inc, said: “We know exactly how important it is for Crew Clothing to elevate their customer communications. Their expansion plans for 2022 presented an opportunity to bring an added level of sophistication and innovation to their customer marketing programs, and today we’re glad to say that the brand has gained an understanding of customers that is arguably unparalleled in the retail ecosystem.”

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