Hudson’s Bay Company, incorporated in 1670, is North America’s oldest company and one of the fastest-growing department store retailers in the world. Hudson’s Bay has grown to become Canada’s most prominent department store, today operating at 90 full-line locations and thebay.com. For the first time since the banner’s inception, Hudson’s Bay will open outside of Canada with 10 new stores in the Netherlands in 2017, and an online shopping destination at hudsonsbay.nl. This expansion will introduce a new and exciting hopping experience in the Netherlands, catering to the Dutch market. Hudson’s Bay has established a reputation for quality, service, and style by offering well-edited assortments of exclusive and popular fashion, beauty, home and accessory designers and brands, as well as exclusive food concepts. It is part of the Hudson’s Bay Company brand portfolio.
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.
In the meantime, Hudson’s Bay decided to add location-based services with a number of in-store beacons to offer additional services to its customers (i.e. in-store guidance and location-based offers) and support sales with additional customer data. Therefore, a parallel project was launched and additional integrations with a number of internal and third-party systems were carried out. These integrations enabled the delivery of additional functionalities such as an event-tool for booking appointments with preferred sales representatives or for beauty workshops in-store, and a live chat tool for direct communication between customers and sales associates. All this was carried out within the same strict timelines. Upon completion, Comarch began providing Hudson’s Bay with ongoing technical support and maintenance. Everything is hosted in Comarch Data Centers in Dresden, Germany.
During the entire project, Comarch’ s strategy consultants supported the Hudson’s Bay teams with technical and business consulting, to help them make the most of the new business opportunities offered by the technologies and define the optimal IT architecture landscape.
One of the main challenges for customer-oriented enterprises is to create a strong bond between customers and the brand.
The Comarch CLM project offers Hudson’s Bay various benefits and access to the knowledge of the