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A unified customer platform laid the foundation for smarter growth.
Building a single, connected data platform helped Falabella personalize experiences across retail and financial services and deliver long-term customer value.
Falabella Group, one of Latin America’s largest retail and financial services companies, serves millions of customers across the region, and keeping track of those customers is no easy task. As Falabella’s business expanded, customer data became spread across its retail and financial services operations, making it difficult to deliver the consistent, personalized experiences that customers have come to expect over the business’s 100 years.
To support Falabella’s vision of “One Company, One Customer,” Publicis Sapient helped the organization create a unified data platform that gave every team one trusted view of the customer.
When approaching their goal, Falabella Group realized they faced a major problem. Siloed data across the business made it difficult to manage customer engagement and growth. To solve this, they envisioned a CDP that integrated and enriched customer data under one unified platform, fueling their transformation strategy.
Publicis Sapient built a custom CDP solution leveraging Google Cloud. The solution solved for several areas of data transformation, including:
Powered by the customer insights that the CDP provides, Falabella has already started to identify and activate strategies to realize tangible business benefits through improved marketing effectiveness – reducing customer churn, providing best customer offers and superior personalization.
The CDP solution has laid a solid foundation for Falabella to accelerate their journey to become a true Algorithmic Retailer, with the ability to extend data-driven culture to other areas of its business and drive sustained growth through competitive advantage, enhanced customer-brand connection and improved profitability.
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Siloed data existed across all our business units spanning seven countries in Latin America. We had 40,000 tables with no catalog/metadata and 60,000 ETL’s with limited documentation, as well as duplication of data, which wasted resources and risked error. We were also unable to link semi and unstructured data from internal and external sources and experienced significant constraints in capacity, with lengthy processing times of the EDW platform, which directly impacted resource consumption efforts
"— Alvaro Sanchez-Apellaniz
Chief Data & Analytics Officer Corporativo, Falabella
Hilding Anderson
Head of Retail Strategy, North America
