A leading footwear retailer makes definitive leaps in modernizing its approach to marketing – with Infosys consumer genome project

Transforming marketing optimization for a retailer: A case study in early successes from HfS, a leading independent global analyst.

The client

The client is one of the largest discount footwear retailers. The retailer has more than 13,000 employees and operates in more than 4,000 locations. It also has a growing presence in Asia, the Middle East, and Eastern Europe through more than 170 franchise agreements. The retailer owns numerous popular footwear brands and seasonal accessories for millions of customers across the globe.

The business situation

The CMO’s key pain point was integrating disparate customer databases and designing better channel management in general. The aim was to list the many disparate sources and five years’ worth of cross-channel history and master data that needed to be processed, integrated, and analyzed.

The client needed to learn to adapt to the increasingly complex marketplace and engage more intelligently with customers, or risk losing them to competing brands altogether.

An advanced analytics solution: The Infosys consumer genome project

The Infosys consumer genome project provided the predictive analytics capability to offer a 360-degree view of the consumer to establish context, so that the client knew when, where and how to influence, create correlations, make wise suggestions, or compelling recommendations – to match consumer touch points with the company’s personalization plans.

Benefits from the program

  • Improved campaign response lift (by five percent) with potential impact of more than US$3 million flow-through revenue over a six-month period
  • Reduced media cost by optimizing offering at the media mix level
  • Ensured a single view of the customer across sales, inbound, and outbound marketing channels

About HfS Research

HfS Research is the leading independent global analyst authority and knowledge community for the business and IT services industry. Led by recognized industry expert Phil Fersht, HfS Research differentiates itself with its global team of expert services analysts with real industry experience, unrivalled market analytics, and a view of technology as an enabler for business process improvement. Its on-demand expertise relationship model helps clients leverage HfS knowledge and strategic insight in a rapid, responsive, and engaging manner.


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Infosys consumer genome project

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