Brand: Ralph Lauren
Lead agency: CODE
Ralph Lauren, the epitome of the American dream, famously said, "I don't design clothes, I design dreams."
In his style, Code set out to design a personalised recommendations engine for over nine million consumers.
Inspired by Ralph Lauren's "I design dreams" vision, CODE imagined a program where specially tailored offers are a delight - not yet-another discount.
Curated personal suggestions reflect individuals' own lifestyle dreams; programs are driven by personal triggers, not just brand calendars.
Three crucial pillars set the dream in motion:
- Business transformation with style: A boot-camp overhaul of working practices and methods to get the most out of the tech stack and gain richer customer understanding.
- Couture-quality data stitching: Inspiring customers, when most only shop once or twice a year, is made harder when interactions sit in silo. For a 360-degree view, Code fused customer signals from stores, website, social, email, SMS and mobile wallets for 9.1 million customers across Europe
- Communication engine of dreams: Data scientists uncovered the exact moment when each customer's purchase or engagement scores were dropping, to drive brand engagement and a sale. Models were built to understand current and predicted value; identify required discounts; and glean each customer's fashion dream