Data Mining - Audience Association and Clustering Analysis

Ralph Lauren: Crafting Personal Experiences
Ogilvy & Mather
Ralph Lauren
Ralph Lauren Customer Intelligence and Experience Management
Ralph Lauren (RL) found great success in the 90s and expanded rapidly in APAC through a licensing model.

When they began buying back licenses in 2014, control was dispersed and conversations with customers had become scattered. They needed a strategy that would help secure and sustain future growth. Having considered CRM as part of their VIP loyalty program (which focused disproportionately on a monetary-only view of a customer), they were sceptical that CRM would be able to directly drive and influence sales. A team was appointed to develop a customer engagement strategy and translate data insights into action that impacted the business.

Their mission was clear: to re-own the customer. This is the story of how RL revived their brand and took their customers back into their own hands.
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters