The Problem
# A Plan To Successfully Implement Personalization Tool
A technology team at a global beauty retailer had selected a new interim segmentation tool without consulting their business partners. This lack of internal communication and alignment resulted in dissatisfaction among the business teams with the interim tool. Additionally, the tool’s design did not consider the end-users, causing resistance to implementation and a lack of buy-in due to the absence of project management involvement. They required a partner to lead and scale out the pre-selected segmentation engine built with the goal of improving personalization.
Our Approach
# Bridging the Gap Between Tech and Business
Propeller adopted a phased approach to align marketing, technology, and other business units. This involved leading the pilot of the segmentation engine, developing a roadmap for a phased roll-out, and providing targeted training and communications. Through interviews and workshops, Propeller facilitated an understanding of the current state and designed future-state business processes to bridge the gap between technology and business teams. By acting as a project manager for both the technical and business teams, Propeller was able to define roles and responsibilities, set clear goals and outcomes for migration success, and socialize internally for the necessary buy-in and traction to ensure a seamless roll-out.
# Services Provided
- Actionable Recommendations
- Change + Project Management
- Process Reengineering + Improvement
- Communication Planning
Value Delivered
# A Segmentation Engine For Personalized Customer Experiences
A governance model for future-state planning was established, fostering cross-functional alignment between business and tech. The implementation successfully centralized and connected digital asset creation and management, streamlined content creation, and leveraged scaled efficiencies and automation. The retailer achieved tailored campaigns and personalized customer experiences with the segmentation engine, setting the stage for enhanced personalization strategies. Documentation, project management, and cross-functional collaboration resulted in a successful tool implementation and organizational alignment.
