Jan 19, 2018
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Arcadia's Topshop and Topman in big data project

Jan 19, 2018

Arcadia Group will run a six-month big data pilot across its Topshop, Topman and Wallis brands to gain customer insights as it aims to create more targeted marketing campaigns.


The pilot is run by Big Data for Humans, a leading customer insights and marketing automation provider which has developed an innovative software-as-a-service solution called The Customer Graph.

Arcadia hopes the software will help it better understand overall customer behaviour and lifecycles, it said in a press release.

Simon Pritchard, group digital director at Arcadia, commented: ‘Our ambition is to deliver much smarter, more targeted marketing activity for Topshop, Topman and Wallis, and Big Data for Humans’ solution facilitates that in a very retailer-friendly fashion.

“With the Customer Graph, we’re getting closer to our customers than even before, combining online and in-store data in a way that has not been possible before, and we have high hopes for the results it will generate during the pilot.”

Big Data for Humans also counts Selfridges, Swiss luxury department store Jelmoli and the Malaysia-based Melium Group amongst its fashion retail clients. Its solution is designed to give retailers high granular customer insights, which can be used to create personalised omni-channel campaigns with an increased ROI.

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