Three databases, no single customer.
Vertexa Retail sold through 210 stores, four country websites and a loyalty app — each with its own customer records. Marketing could not tell whether a store shopper and an online shopper were the same person.
- 3customer databases that never matched
- 35%duplicate customer records
- 1.4%online conversion rate
Store staff could not see online orders, so returns and click-and-collect were handled on paper. Vendors were pitching full platform replacements costing up to €30M, and the board did not know which to trust.
Vertexa needed a clear sequence: what to fix first, what to buy and how to fund it in stages.
Data first, platform second.
We paired Vertexa's digital and store teams with our data engineers, and tied every roadmap step to a measurable sales outcome.
- 01
Build one customer view
We matched and cleaned 7 million records into 4.6 million customer profiles that stores, web and app now share.
- 02
Choose the platform
A six-week vendor selection compared three shortlisted platforms on real Vertexa scenarios, cutting the budget to €11M over 18 months.
- 03
Personalize what matters
Better search, product recommendations and click-and-collect went live first because the data showed they drove most lost sales.