Case Study: Carhartt achieves a unified consumer view and faster, personalized service with Talend MDM

Improving the consumer experience in an omni-channel world

Carhartt, a heritage premium workwear brand founded in 1889 that sells through stores, wholesale and online, faced fragmented and inconsistent purchaser data across five source systems (POS, website, loyalty, SAP ERP and wholesale) and needed a single, near‑real‑time view tied to Salesforce CRM to improve customer service, reporting and personalized experiences.

Carhartt implemented Talend Master Data Management and Talend Data Quality to cleanse, de‑duplicate and consolidate records into a centralized MDM hub. The platform de‑duplicated 50,000 consumer records in the first six hours, enabled near‑real‑time CRM updates, improved targeted marketing and analytics, and delivered a more consistent, personalized customer experience — with plans to add product data into Talend next.

Carhartt

Steve Brennan

Vice President, Data Strategy and Analytics