Home furnishings retailer gains visibility into the customer journey
Crate and Barrel has found a way to improve customer engagement and the effectiveness of its marketing campaigns.
As the home furnishings retailer’s customers increasingly discover, browse and purchase merchandise online, in catalogs and in-store, the retailer knew it needed to make the shopping experience personal and frictionless. This can be a difficult task when channels do not always share data.
To solve the issue, Crate and Barrel partnered with Neustar to ensure it could identify consumers consistently cross-channel and cross-device. Neustar provides a framework that links customer transactions and engagements back to a household and individual persistent ID that can be used across channels. This will give Crate and Barrel a unified view of the customer on one single platform, eliminating the data gaps inherent in customer intelligence.
By linking Crate and Barrel’s rich first-party data (such as email addresses, home addresses, and phone numbers) to the Neustar OneID system, the platform continuously corroborates, verifies and appends missing information across customer records. This will give the retailer a comprehensive, complete view of the customer.
Additionally, OneID facilitates the capture of cross-device digital interactions and, using hashed identifiers, enables a single holistic, connected view of the customer. The solution will also identify gaps in CRM data, such as which households or individuals have recently moved homes. This data will allow Crate and Barrel to create tailored marketing campaigns focused on a unique segment of movers.
Using a design approach, the software protects customer privacy. Online and offline signals are hashed and securely segregated in order to inform activation without compromising user privacy.
As the home furnishings retailer’s customers increasingly discover, browse and purchase merchandise online, in catalogs and in-store, the retailer knew it needed to make the shopping experience personal and frictionless. This can be a difficult task when channels do not always share data.
To solve the issue, Crate and Barrel partnered with Neustar to ensure it could identify consumers consistently cross-channel and cross-device. Neustar provides a framework that links customer transactions and engagements back to a household and individual persistent ID that can be used across channels. This will give Crate and Barrel a unified view of the customer on one single platform, eliminating the data gaps inherent in customer intelligence.
By linking Crate and Barrel’s rich first-party data (such as email addresses, home addresses, and phone numbers) to the Neustar OneID system, the platform continuously corroborates, verifies and appends missing information across customer records. This will give the retailer a comprehensive, complete view of the customer.
Additionally, OneID facilitates the capture of cross-device digital interactions and, using hashed identifiers, enables a single holistic, connected view of the customer. The solution will also identify gaps in CRM data, such as which households or individuals have recently moved homes. This data will allow Crate and Barrel to create tailored marketing campaigns focused on a unique segment of movers.
Using a design approach, the software protects customer privacy. Online and offline signals are hashed and securely segregated in order to inform activation without compromising user privacy.