Achieving historically-high growth through a digital reboot
4.3%
Y-o-Y growth in 2021
7.4%
efficiency gain for paid media spend
50+
new omnichannel marketing use cases launched within first 18 months
The challenge
Deep reliance on wholesellers and 3rd party digital sales (Amazon, Zalando etc.) and low degree of DTC relationships. Consequently, establishing a solid 1st party data foundation is a pillar in G-Star’s digital transformation.
The solution
A global re-architecturing of the customer data landscape to build out 1st party data in order to deliver on commercial growth targets. The transformation focused on enabling DTC at scale, orchestrating collaborations between internal and external stakeholders.
The impact
- Global phase 1 rollout in <6 months
- Launching 50+ new omnichannel marketing use cases within first 18 months
- 42.3% Y-o-Y growth in 2021
- 7.4% efficiency gain for paid media spend
