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Data Story - Synchrotech supports Vilebrequin in implementing a Single Customer View to enhance customer knowledge

Vilebrequin is a luxury fashion brand specializing in swimwear and ready-to-wear. It was founded in 1971 in Saint-Tropez. Vilebrequin now has over 150 stores across more than 52 countries.

Improved data quality

A Single Customer View (SCV) allows customer data from various sources to be centralized and standardized, ensuring high data quality. It helps eliminate inconsistencies, duplicates, and data errors that can occur when customer information is spread across multiple systems.

A 360° view of the customer

The SCV provides a unified view of each customer by consolidating all related information. This comprehensive perspective enables a deeper understanding of the customer journey, helps identify trends, and supports personalized interactions. Success Stories

Enhanced customer experience

A single customer view enables a consistent and personalized customer experience across all touchpoints and channels. When a customer interacts with Vilebrequin via the website, email, or in-store, staff can access a unified profile, ensuring smoother communication and services tailored to their specific needs.

Optimized marketing campaigns

With the Single Customer View, Vilebrequin gains deeper insights into customer preferences and buying behavior. This allows for more precise targeting with personalized offers and highly relevant marketing campaigns.

Ambition

To build a customer golden record based on all of Vilebrequin’s data sources (sales ERP, e-commerce site, after-sales service solution, marketing email platform, and Google Analytics) in order to gain a 360° view of each customer and calculate Key Performance Indicators (KPIs) based on that golden record. These consolidated KPIs are intended to support marketing teams in customer segmentation and improve targeting in marketing campaigns.

Challenge

Identifying the master source system for each customer attribute is a key challenge.
When multiple sources contain the same customer information, the main issue is to define precise rules to determine which value should populate the customer golden record. This is especially critical for opt-in and opt-out data used in marketing campaigns.

Solution

Vilebrequin relied on its Informatica architecture, using PowerCenter as the ETL to retrieve source data and load it into the Single Customer View, and Informatica IDQ to deduplicate customer records and implement survivorship rules. Success Stories

Synchrotech has been supporting us for over eight years, bringing both functional and technical data expertise. Through close collaboration with business teams – combining Synchrotech’s know-how with our own – we’re able to evolve our needs into more functional and coherent solutions than initially envisioned.

Christian Roche

Chief Information Officer, T.R.B. International SA

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SYNCHROTECH SA
Rue du Châble-Bet 41
CH-1920 Martigny
+41 27 322 69 54 

SYNCHROTECH SA
Avenue de la Praille 31
CH-1227 Carouge, Genève
+41 22 552 20 28

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