Building a platform for marketing insights.
To make its digital transformation vision a reality, Buffalo Jeans engaged its trusted IBM Gold Business Partner KPI Digital. Buffalo Jeans selected KPI Digital’s Omni-channel Digital Transformation Solution—an integrated platform that includes customer behaviour analytics, email marketing automation and real-time product recommendation solutions from the IBM Watson Customer Engagement portfolio.
“From the beginning of our project, we were clear that we wanted to adopt the cloud model to keep our operational costs under control, and the IBM solution from KPI Digital enabled us to do exactly that,” recalls Stephen White. “To achieve our goals of one-to-one marketing at scale, we knew that automation would be crucial. As an IBM client since 2006 we knew we wanted to continue on the IBM platform. We see that IBM is a leader in the AI and machine learning space, and we were confident that the IBM platform would enable us to identify and act on the individual profiles and preferences of our customers.”
On the outbound channel, Buffalo Jeans uses IBM Campaign and IBM Watson Campaign Automation to build, run and analyze the results of precisely targeted email outreach. To deliver personalization on the inbound channel, the company deployed IBM Interact with IBM Watson Real-Time Personalization—enabling it to dynamically present relevant offers and content when customers browse its e-commerce sites. And to provide deeper insights into customer behaviour, Buffalo Jeans relies on IBM Watson Marketing Insights to reveal new target audiences and help its marketers shape more effective interactions.
“For many years, we’ve used IBM Cognos® Analytics and IBM Planning Analytics for forecasting and budgeting, and we appreciate the tight integration between all the IBM solutions in our stack,” comments Stephen White. “Because we’re using IBM solutions to support both our finance and marketing functions, it’s easier than ever to build reports for decision-makers across the organization. Accurate, timely reporting is particularly important for demand forecasting. We can now optimize our inventory to reduce the risk of stockouts and help fulfil orders on all our channels.”
Even the smallest amount of friction has the potential to disrupt a digital journey. To reduce the risk of customer churn, Buffalo Jeans uses IBM Customer Experience Analytics to automatically detect customer struggles. By replaying sessions in which customers abandoned their carts or left the site prematurely, the company can quickly drill down to find and remediate the root cause—helping it to save sales and drive conversion.
“Throughout our digital transformation initiative, the KPI Digital team was always on hand to provide the guidance and technical expertise we needed,” says Stephen White. “KPI Digital really took the time to understand our strategy, and helped us prioritize our work to shorten time-to-value. By deploying the outbound campaign platform first, we quickly boosted traffic to our e-commerce sites and began to capture incremental sales.”