DFS

Legacy systems, siloed & unconnected data and an approach to direct customer communications that only existed to support the above the line campaigns.

We were engaged on a retained basis to overhaul DFS’s entire ecosystem and create a new communications model that was fit for purpose and met the needs and demands of an ever-changing audience.

Following a complete systems and data audit, there was never going to be a ‘silver bullet’ to solve the challenge. Some of the actions we are currently implementing as part of our roadmap include:

• Consulting and migrating from the current ESP to a full marketing automation platform

• Creating an SCV and data lake, mapping the recently completed segmentation onto this

• Mapping the entire customer journey to identify opportunities to influence a better customer experience and commercial returns

• Developing new data models through data science to deliver a 1:1 approach

• Creating communications ‘sprints’ to deliver an immediate impact and allow for ongoing optimisation