MarTech Trans­for­ma­tion for Retail Personalization

The Problem

# Updating Marketing Tech Stack & Processes to Enable Personalization

The marketing department of a major international beauty retailer wanted to improve the customer experience and build brand loyalty through personalization. This meant changing how their marketing and technology teams worked together by updating their marketing technology stack with new tools, processes, and data foundations necessary for personalized retail experiences. However, their current processes and technologies were holding them back from achieving personalization, which required a modernized tech and data architecture, automation, and new workflows to launch personalized campaigns on a large scale. The marketing and technology teams collaborated with Propeller on a multiyear transformation to address this challenge. This involved establishing program governance, selecting and implementing new tools, creating new processes, and reorganizing the marketing department and teams to support future personalization capabilities and the marketing-technology operating model.

# Personalization Enabling Tools and Technologies

Marketing Operations

• Content Management System (CMS)
• Digital Asset Management (DAM)
• Campaign Workflow Management Tool

Personalization

• Segmentation & Orchestration Engine
• Personalization Service

Data & Analytics

• Customer Segmentation Data Model
• Tagging & Taxonomy
• Reporting & Analytics
• Data Governance

Our Approach

# Four-Pronged Approach to MarTech Transformation

In response to the challenge of scalability in personalization efforts, we developed a comprehensive personalization MarTech transformation project focusing on four key pillars:

1. Tool & Capability Modernization

Working closely with the product management team, we supported capabilities and use-case prioritization and related strategies, devised a multi-year roadmap, gathered business requirements for tool design, and performed pilots and user acceptance testing (UAT) to validate capabilities.

2. Data Foundations

A robust data governance framework was established, incorporating tagging processes and taxonomies. With the marketing insights team, we implemented data architecture to enable segmentation and reporting effectiveness.

3. Process Evolution & Change Management

Collaborating with the marketing business teams, we developed and tested new processes to enable personalization using cutting-edge technologies. We facilitated training sessions and supported organizational design decisions to empower these new capabilities and teams.

4. Program Management & Strategy

Business cross-functional partners were managed, and Third-Party Management timelines were supervised to align with the personalization roadmap. Ensuring synchronization between business processes and tech delivery timelines was key to the success of the project.

# Services Provided

• Change + Project Management
• Data + Analytics
• Marketing and Product Management
• Program Management

The Results

# Elevating Customer Experience and Brand Loyalty Through Personalized Marketing

This holistic approach helped the marketing team overcome scalability issues caused by outdated processes and technologies. The implementation of a suite of personalization-enabling tools supported enhanced marketing efficiency and personalized customer experiences. This transformation will elevate the customer experience and brand loyalty and position the cosmetics retailer as an industry leader in personalized marketing.