Hudson’s Bay, unknown to Dutch customers, was seeking a tool to acquire a large number of clients and reach out to them using highly personalized communications and services. In order to do so, the company wanted to collect data on customers about their preferences in terms of brands, products, employees, and communication channels. This information, combined with future purchase histories, would allow Hudson’s Bay to target consumers with personalized loyalty offers, and support in-store sales associates in providing an unprecedented customer experience.
The loyalty program for Hudson’s Bay, provided by Comarch, is built on the Comarch Loyalty Management (CLM) Platform and incorporates several innovative technologies such as proximity marketing and location-based services, in-store beacons, and the use of push notifications through the mobile application. The beating heart of the whole project is the Comarch loyalty rules engine (Comarch Loyalty Management) that empowers the mobile application. Together, engine and mobile application create a one-to-one communication channel between the brand, stores, employees and customers. Inside the Hudson’s Bay stores, the platform is supported by a network of small beacons that will gather detailed information on the customer’s location via the use of Bluetooth-technology. This additional technology allows Hudson’s Bay to provide customers with in-store navigation or send them location-based offers and messages. At our client’s request, some extra features were added to the CLM solution. The mobile event calendar allows shop managers to invite customers easily to exclusive events and members can book an appointment at the Hudson’s Bay hair stylist within seconds. The system has an integrated and customized chat tool allowing the customer to contact their preferred sales associate to request information or schedule an appointment.