Dear Reader, Before fashion businesses can put artificial intelligence to work or target the right shoppers online, they need good data and a deep understanding of who their customers are and what they want. Thinking of data purely in terms of numbers in a spreadsheet misses its real power, however. At its core, it's a means of understanding your customers. The most sophisticated companies today are combining quantitative information like transaction history and browsing behaviour with qualitative data they collect on what customers think and feel in order to know them on a deeper level and forge emotional connections.
In our latest BoF Professional case study, "How to Turn Data Into Meaningful Customer Connections," BoF's technology correspondent Marc Bain, examines how fashion businesses can truly understand their customers, allowing them to make smarter decisions that serve shoppers and drive results. It provides an in-depth look at the data capabilities and consumer-research methods Tapestry has used to fuel success at its Coach brand, particularly among Gen-Z shoppers, who now see Coach's handbags as among the most coveted on the market.
To learn more, download the full case study now. |
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