How Vineyard Vines Uses Data to Become a Customer-Centric Brand
Utilizing newly revealed data has enabled Vineyard Vines to put the customer first, enabling the brand to uncover how they interact in different channels.
“Customers don’t just shop in brick-and-mortar or online, there is an interconnectivity there that we didn’t have a full appreciation for,” said Chris Fitzpatrick, Vice President of Business Analytics and Strategy at Vineyard Vines. “To be able extrapolate out of that a better understanding of how the shopper is gauging across channels, what their buying behavior looked like and how that was changing the growth in our business.”
Vineyard Vines worked with CCG Analytics Solutions & Services to unveil customer behavior and get a better view of the customer.
Fitzpatrick said prior to working with CCG Analytics, the brand was unable to understand how its customers were behaving and what they preferred and how different campaigns it was running were growing and supporting its ability to grow the business and engage the customer was a difficult task for the brand.
In the latest MCM CommerceChat podcast, Fitzpatrick talks further on the topic with Dan Rodriguez, Chief Product & Strategy Officer at CCG Analytics Solutions & Services.