About Vivienne Westwood
Today, Vivienne Westwood is one of the last independent global fashion companies in the world. At times thought-provoking, this brand is about more than producing clothes and accessories. Westwood continues to capture the imagination, and raise awareness of environmental and human rights issues. With a design record spanning over 40 years, Vivienne Westwood is now recognised as a global brand, and Westwood herself as one of the most influential fashion designers and activists in the world today. Vivienne Westwood is now one of the last truly independent fashion houses in the world, with stores in 63 locations across the world with a strong presence in the UK but also with a large Asian market following. As a result, 19 stores are in South Korea and a further 12 in both China and Hong Kong.
The Challenges
Vivienne Westwood is a forward thinking, customer-first business and as a result has gone to great lengths to ensure they have a progressive Customer Data Platform to help them serve their customers.
They selected Mapp Cloud as their Customer Data Platform due to not only the required technology, but moreover the high level of support and expertise at hand to drive the digital communication strategy forward. Vivienne Westwood understands the importance of their customers and tying up purchases that happen online as well as offline in their stores. As a result, they have implemented Mapp partner Eyos (formerly yReceipts) to handle their in-store digital receipts. As a by-product of all transactions taking a digital receipt, Mapp Cloud receives the important store transactional data and has a direct channel for obtaining customer opt-ins. This helps build the personalisation story and tailor marketing communications.
The Solution
Vivienne Westwood has a strong business focus on personalised and targeted communications and, as a result, uses all aspects of Mapp Cloud including our onsite behavioural tool to drive personalised product recommendations, as well as key revenue driving campaigns such as abandonment. Furthermore, Vivienne Westwood is taking an insight-led approach to their strategic decisions and as a result have implemented our Mapp Intelligence solution to drive actionable retail insights and tailor their cross-channel marketing communications accordingly. This aligns the business on KPIs as well as giving detailed analysis of channel performance and building tailored RFM models against their important customer set.
The Results
Vivienne Westwood’s team have been able to dramatically cut down the costs for the internal design team and time for creation of emails, and now have more data against their customer base than ever before. This includes real-time web browsing and offline store purchase data, as well as all eCommerce transactions.
“Since working with Mapp Cloud we have seen excellent results. We can unify all our customer data from previously disparate sources and now with Mapp Intelligence we are getting insight led customer data at our fingertips which is driving business change. We look forward to developing our activity with Mapp over the coming months and years.”
– Ilaria Morelli, Digital Marketing Manager at Vivienne Westwood
“As a business, we love working with such iconic brands and being able to leverage the full Mapp Cloud technology for Vivienne Westwood which has accelerated the revenues coming through their digital channels. We are continuing to innovate and implement programmes that are tailored to Vivienne Westwood’s customers based on intelligent insights and have many exciting plans upcoming. Watch this space!”
– Victoria Stephens, Customer Success Manager at Mapp