Unified Customer Data For Innovative Customer Experiences
Harnessing the power of a CDP to create a single view of the customer across all channels and touchpoints.
Bursting onto the scene in 2006, SAXX quickly established itself as a leader of the pack in men's underwear with a market-redefining product that catapulted them to category success. After more than fifteen years of rapid growth on Shopify, they were ready to iterate and innovate on their customer experiences. Turning to Orium for support, they implemented a customer data activation plan that would deliver a unified view of the customer for their teams, bringing disparate sources of customer data into a single source of truth.
The Challenge
SAXX's data comes from a variety of sources, including websites, mobile apps, CRM systems, social media, and more. And like many brands with a multi-channel approach, their data is stored in separate systems or departments, making it difficult to obtain a unified view of the customer.
The fragmented and siloed nature of their customer data made it hard for SAXX to understand their clientele or extract actionable insights to improve their offerings. They needed a 360 view of the customer to bring all the information under one umbrella within their Shopify platform and equip their teams with the ability to analyze and act on the insights their data could offer. Working with Orium, the SAXX team decided that a Customer Data Platform (CDP) was the natural solution for their needs.
The Strategy
The objective of the CDP implementation strategy for SAXX was to enhance customer understanding, optimize marketing strategies, and deliver personalized and targeted customer experiences. The integration of a scalable CDP would enable SAXX to leverage data-driven insights to make informed decisions, drive customer engagement, and hit their business growth goals.
To achieve these outcomes, Orium and SAXX planned to create and leverage a comprehensive customer tracking plan, and to integrate a scalable CDP. This two pronged approach would enable:
- 1. Source and Destination Integration
- a. Identify and connect various sources of customer data, including website interactions, customer profiles, purchase history, and marketing campaigns.
- b. Integrate the CDP platform with destination systems such as Google Ads and Facebook to enable seamless data exchange and enhance marketing automation efforts.
- 2. Comprehensive Customer Understanding
- a. Create a holistic view of SAXX's customers by consolidating data from multiple sources within the CDP platform.
- b. Create a track plan that aligns with key KPIs, goals and marketing efforts.
- 3. Informed Decision-Making
- a. Empower SAXX with accurate and real-time customer data to drive data-driven decision-making across marketing, product development, and customer service.
The Solution
To start, Orium curated a CDP tracking plan for SAXX. A customized tracking plan assists SAXX in making better-informed decisions by establishing what to track from which sources, and supporting the creation of team-aligned KPIs. A tracking plan is essential for determining what success looks like for data-focused initiatives, including personalized marketing strategies and the delivery of more relevant and targeted customer experiences.
With the tracking plan established, the team set about implementing and integrating the CDP. By connecting the disparate sources and destinations, Orium enabled the comprehensive customer understanding the SAXX team had been looking for. The scalable CDP not only created a single view of the customer, it enabled new functionalities for SAXX within their existing Shopify platform.
SAXX gained the ability to integrate with Google Ads and Facebook as destinations, building out custom audiences directly into Facebook ads, and an integration with email service platform Listrak created new capabilities around automation on cart abandonment. With the strong data foundations a CDP provides, optimization of the customer experience can happen in innovative new ways with greater ease than ever before.
Outcomes & Next Steps
SAXX was looking to make better use of the data their numerous customer touchpoints offered them, and a CDP integration gave them the tools to do just that. With a custom tracking plan they have the foundational information required to determine their best options for any current and future integrations, iterations, and innovations.
