Global luxury retailer unifies digital engagement efforts

Dan Berthiaume
Senior Editor, Technology
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The Prada Group is managing customer relationships across all channels with a single platform. 

Prada is leveraging artificial intelligence (AI)-powered Sprinklr customer experience management technology to support a data-driven social advertising and engagement strategy. Italy-based Prada is deploying the Sprinklr Modern Advertising and Modern Engagement solutions.

Sprinklr Modern Engagement is designed to eliminate the need for multiple apps by using a single Sprinklr platform for listening, publishing, and engagement across all channels. The solution also provides account access control and the ability to automatically stop publishing. 

Prada intends to enhance collaboration across global agencies on the Sprinklr platform to increase return on ad spend, reach relevant audiences, and gain insight into effective marketing content. Partnering with Sprinklr is part of a broader Prada strategy to drive digital transformation across its business. 

Sprinklr is also supporting Prada’s efforts to identify, reach, and engage an audience the retailer believes is likely to become new luxury consumers – millennials and Generation Z. 

“Today, digital transformation is changing relationships with consumers, giving them an unlimited amount of purchasing choices. In this world, it’s even more crucial to effectively reach and engage our customers,” said Lorenzo Bertelli, head of marketing at the Prada Group. “Sprinklr’s platform will help our efforts to reinforce a digital culture within the Prada Group while improving customer experiences.”

Prada Group products are sold in 70 countries worldwide through 641 directly operated stores as of Dec. 31, 2019, and in a selected network of multi-brand stores and department stores.