Case Study: Specialty Fashion Retailer achieves 136% higher catalog response and 237% increase in dollars-per-book with Merkle's CRM, analytics and loyalty measurement solution

Fashion Retailer Company - Customer Case Study

A specialty fashion retailer engaged Merkle to deliver a next‑generation CRM to support retail and direct‑to‑consumer marketing across several brands. The retailer wanted to accelerate revenue and profit growth by improving customer engagement and cross‑channel integration, so Merkle provided strategy, analytics and technology services to create a unified CRM and 360° customer view.

Merkle implemented a centralized solution that integrated 150+ disparate source systems and 25,000 data files, covering more than 20M unique customers and 200M orders, with 1,200 pre‑computed customer attributes, POS reverse‑append, and web services for offer redemption. The work drove measurable gains — Merkle’s catalog model increased response rate by 136% and dollars per book by 237% — and its econometric time‑series models quantified the ROI of a loyalty website promotion, informing future budget and loyalty strategy.