Forever 21 unifies customer data for enhanced personalization

Forever 21 is deploying a new customer data platform (CDP) to bring omnichannel shopper information into one location.

The fast-fashion retailer, a banner of Authentic, has selected the artificial intelligence (AI)-based Amperity CDP to help maximize the value of its omnichannel data through the delivery of relevant, personalized customer experiences. Forever 21 intends to utilize Amperity technology to gain insights into cross-channel behavior, data science scores, and content affinities.

The retailer has a significant amount of customer data from both its digital channels and offline transactions. However, as consumer shopping preferences and behaviors have shifted over the years, Forever 21 realized it needed a single solution to bring together and manage its disparate data sources.

Forever 21 will also be able to use AI-based, enterprise-scale identity resolution and audience segmentation to drive retargeting, lookalike and suppression campaigns. The retailer initially launched a multi-year effort to overhaul its enterprise, digital and omnichannel technology during the COVID-19 pandemic

“The future of retail lies in how well a company understands the customer journey,” said Jacob Hawkins, chief marketing, digital & omni officer at Forever 21. “Amperity enables us to create unified customer profiles and actionable insights we need to scale. The company’s best-in-class platform, in combination with its significant retail industry expertise, will help us continue to fuel our growth, deepen customer loyalty, and operate at the highest level of efficiency.”

“Forever 21 is addressing the demands and expectations of the omni-channel shopper by tackling the massive challenge of unifying all of their digital and transactional data into a 360-degree customer view,” said Barry Padgett, CEO at Amperity. “With Amperity, Forever 21 will be able to deliver the level of excellence consumers expect from brands on a daily basis. We are proud to work with such a forward-thinking partner to help take its customer experience to the next level.”