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Paul Smith aims for Data Clarity

UK fashion brand Paul Smith says it is now able to identify, extract, validate and present the necessary customer and business data for efficient operational reporting, business analysis and forecasting.

The company has been working with UK software firm Data Clarity to aid the process, which entails merging streams of data from its multiple sales channels and internal systems into one pool of information.

Richard Woollams, financial planning & analysis manager at Paul Smith, said: “Most retailers will find that a customer will buy across a number of channels, and merging those records into one single view can be difficult.

“This is because they could register as Mrs Sandra Jones on one channel and then Ms Sandy Jones on another.”

Using Data Clarity’s latest solution has eased this challenge, according to Woollams. He remarked: “We now have a system that will also help us with production scheduling, managing stock, staff schedules, and the creation of customised marketing in which the customer truly feels they have had a personalised experience, however they choose to interact with the Paul Smith brand.”

Data Clarity’s ClarityOmnivue tool is designed to help retailers and brands bring together disparate data, which can then be used for customised targeted marketing campaigns. At a time when many organisations are looking to ensure they meet new data protection legislation ahead of the deadline later this month, the solution also provides GDPR customer consent management and governance with compliance.

Paul Smith introduced the software at the end of March 2018 after a period of consultation, and the vendor says its new partner has the ability to unify data across its internal systems such as eCommerce platforms, customer relationship management, point of sale, finance, product management, manufacturing resource planning, in-store Wi-Fi, ERP, warehouse management services, and HR.

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