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strategy

Luxury Brand × CRM Strategy

Redesigned CRM infrastructure for a major luxury brand, implementing personalized strategies to maximize customer LTV.

CRMluxurypersonalizationdata-driven

Project Overview

A leading domestic luxury brand was facing an aging CRM infrastructure and fragmented customer experience. This project aimed to maximize customer lifetime value through unified touchpoints and personalized communication design.

Approach

  1. Current State Diagnosis: Audited existing customer data infrastructure and touchpoints, identifying key issues
  2. Strategy Design: Redesigned customer segmentation using RFM analysis and rebuilt the customer journey
  3. Infrastructure Build: Selected and implemented a CDP, integrated with marketing automation tools
  4. Operations Design: Established data-driven PDCA cycles and conducted knowledge transfer to frontline teams

Results

  • Customer LTV by segment increased by an average of +23%
  • Email open rates improved 1.8x compared to previous benchmarks
  • Store staff data utilization increased from 40% to 85%