Success Story with Antsomi CDP 365
How Clarks Connects Its Offline and Online Data to Provide an Omnichannel Customer Experience to Their Customers in Southeast Asia
Executive Summary
Clarks, an international footwear brand with a rich heritage, sought to enhance its customer experience by unifying and activating its customer data across various channels in Singapore and Malaysia. To achieve this, Clarks partnered with Antsomi to implement Antsomi CDP 365, a customer data platform (CDP) designed to integrate and optimize customer data from both online and offline sources. This partnership enabled Clarks a 360-degree view of its customers, hyper-personalized engagement, seamless omnichannel experiences & their first ever omnichannel loyalty program. The project signifies a major step forward in Clarks’ journey toward becoming a more data-driven, customer-centric brand.
About Clarks
Clarks, based in Somerset, England, has been at the forefront of innovative shoemaking since its foundation in 1825, when brothers Cyrus and James Clark made a slipper from sheepskin cut-offs. At the time, it was ground-breaking: a combination of invention and craftsmanship that’s remained at the heart of what the brand does now. In the Clarks archive of more than 22,000 pairs are shoes that have sparked revolutions and defined generations. From the original Clarks Desert Boot, first designed by Nathan Clark and launched in 1950, to the iconic Wallabee, each design has an instantly recognizable signature that makes it unmistakably Clarks. Clarks is a global business operating retail, wholesale, franchise, and online channels in over 100 markets.
The Challenges
Before implementing Antsomi CDP 365, Clarks faced several challenges:
1. Disparate Data Sources: Customer data was siloed across various platforms, including online stores, physical points of sale (POS), and loyalty programs, making it difficult to gain a comprehensive view of the customer journey.
2. Limited Personalization: Without a unified data platform, Clarks struggled to deliver personalized customer experiences across different channels.
3. Omnichannel Experience: Bridging the gap between online and offline customer interactions was a significant challenge, limiting Clarks’ ability to create a seamless omnichannel experience.
The Solutions
To address these challenges, Clarks partnered with Antsomi to implement the Antsomi CDP 365 platform. The solution involved:
1. Comprehensive Integration: The platform integrated multiple data sources, including websites, Shopify Plus-powered online stores, offline POS systems, and loyalty program applications. This integration created a unified customer data platform that provided Clarks with a 360-degree view of its customers.
2. Enhanced Customer Segmentation: With deeper insights from the CDP 365 dashboard, Clarks could segment customers based on various behaviors and data points, enabling more targeted and personalized engagement.
3. Omnichannel Engagement: The O2O (Online-to-Offline/Offline-to-Online) capability of Antsomi CDP 365 allowed Clarks to connect customer data across channels, ensuring a consistent and personalized experience regardless of where the customer interacted with the brand.
“By seamlessly integrating our online and offline channels, loyalty program and other marketing systems, we have begun our journey in creating a unified experience that resonates with our customers wherever they are. This is us aiming to revolutionize how we engage and empower our customers at every touchpoint. Antsomi is a pivotal partner in getting us to where we want to be.”
Jason Ng
Director of Digital, SEA/ANZ
Summary
The implementation of Antsomi CDP 365 has transformed Clarks’ approach to customer engagement by unifying customer data across online and offline channels. This strategic partnership has enabled the brand to deliver a seamless omnichannel experience, personalized messaging, and deeper customer insights, driving the brand’s growth and reinforcing its commitment to becoming a data-driven, customer-centric organization.
Looking Forward
As Clarks continues to embrace data-driven strategies, the partnership with Antsomi is expected to play a pivotal role in the brand’s future growth. With Antsomi CDP 365 fully integrated, Clarks plans to explore advanced analytics, predictive modeling, and real-time personalization to further enhance customer experiences. The brand is also looking to expand its omnichannel capabilities across more regions, leveraging the success in Southeast Asia as a blueprint for other markets. By continuously refining its customer engagement strategies, Clarks is poised to remain at the forefront of innovation in the retail industry, delivering value and satisfaction to its customers.