Unlocking 360-Degree Customer Data for Retailer johnnie-O

Johnnie-O, a men's apparel brand, engaged Velir to build a customer data warehouse with advanced analytics and personalization capabilities after discovering cracks in its marketing technology stack during the pandemic. The challenge was to integrate several tools for ecommerce operations that were not integrated, leading to fragmented user metrics. Velir conducted workshops to uncover relevant data sources, destinations, and use cases, then provided a proposed data stack. They helped johnnie-O prioritize use cases by evaluating the level of integration effort against their business value. The initial setup included platforms like Snowflake, Data Build Tool (DBT), Fivetran, Full Circle (an ERP system), Shopify, Segment, Returnly, Klaviyo, and Back-in-Stock. Agile data activation was achieved through a series of two-week-long sprints using Scrum methodology. The result is an accurate calculation of customer lifetime value (LTV) and average order value (AOV), increased email open and click-through rates due to personalized emails, and a better understanding of customer purchases.