Case Study: Prominent Apparel Retailer Company achieves targeted, CRM‑driven profitable growth with Merkle

Prominent Apparel Retailer Company - Customer Case Study

A prominent apparel retailer with an international presence faced growing competitive pressure and unsustainably promotion‑driven marketing but lacked a real CRM database, internal CRM experience, and an infrastructure roadmap. The retailer engaged Merkle to develop and implement a multi‑year CRM strategy and to perform customer analytics to inform targeted, customer‑centric marketing and loyalty initiatives.

Merkle conducted a 12‑week capabilities assessment and exploratory analytics, delivered a phased CRM and technology roadmap, new customer dashboards, and a business case for investment; Merkle then began enabling roadmap implementation. The work revealed clear, measurable opportunities (top 5% of shoppers generate 28% of revenue; top 20% = 59% of sales; top customers >5x value of average; 26:1 value ratio; 30% of mid‑tier shoppers resemble top‑tier), enabling more targeted campaigns, reduced reliance on broad promotions, and a staged U.S. rollout to drive profitable, omni‑channel growth.