The case refers to a 90-year old men’s fashion brand providing suiting fabrics. The client’s aim was to acquire a share of the customer’s wardrobe through their multiple brand offerings by cross-format shopping and upselling.

Hurdles

1. Integrating four different loyalty programmes of the client’s six brands. The existing programme worked on four different structures, making it difficult to provide cross-format shopping and upselling.

2. Streamlining the franchise store network (approx. 85% of the stores) as they did not want their store data being shared for the common benefit of the business and consumers.