How Chico's FAS Obtains a 360-Degree View of its Customers
Total Retail Talks · with Lester Holze and Dan Thorpe · August 5, 2019 · 17 min
Summary
This episode reveals how Chico's FAS, a women's apparel retailer, partnered with Experian Marketing Services to gain a 360-degree view of its customers. By identifying customers across all channels and leveraging advanced prospecting, Chico's FAS significantly improved its marketing performance. This approach enables precise targeting of potential customers and a deeper understanding of customer segments through 'her-holding' household data.
Key takeaways
Chico's FAS utilizes Experian Marketing Services to consolidate customer data across all channels, creating a unified customer view.
The partnership with Experian enables advanced customer prospecting and precise targeting of new customers.
Chico's FAS developed a unique 'her-holding' strategy to segment household data, allowing for more nuanced customer understanding.
By integrating a 360-degree customer view, Chico's FAS has achieved improved marketing performance and efficiency.
Implementing a robust data partner like Experian is crucial for retailers looking to enhance customer identification and marketing efforts.
In episode 207 of Total Retail Talks, Executive Editor Joe Keenan speaks with Lester Holze, vice president of sales, retail and CPG at Experian Marketing Services, and Dan Thorpe, analytics leader at Chico's FAS. Listen in as Holze and Thorpe discuss why Chico's FAS chose Experian as its data partner and how the relationship has helped the women's…
