Viktoria & Woods Customer & Data Transformation
Building the data and technology foundations to deliver a more connected, personalised customer experience across online and in-store.
At a glance
Modernise complex system architecture and close data gaps to support a more sophisticated customer experience.
System architecture · Data flows · Customer data · Segmentation · Personalisation · Technology transformation
A connected data and technology foundation enabling greater personalisation, better customer visibility and a more sophisticated experience across online and in-store.
The challenge
Viktoria & Woods is a renowned Australian fashion retailer with a global presence and a clear ambition to deliver a best-in-class customer experience, both online and in boutiques through its trained retail stylists.
Like many established retailers, Viktoria & Woods had a complex technology ecosystem, including legacy integrations and gaps in data flow and capture. The business recognised that strong data and system foundations were critical to continuing to deliver an exceptional experience for its customers.
Customr has supported Viktoria & Woods through this ongoing customer-centric transformation, working alongside the business as its technology, data and customer experience capabilities continue to evolve.
Our approach
Customr worked closely with Viktoria & Woods’ CRM, Digital and IT teams, as well as technology platform partners, to understand the existing architecture and identify opportunities to improve how customer data could be captured, connected and used.
This included:
- Rigorous system testing to map the existing architecture and understand how data moves between systems
- Workshops to define the data required across systems and the real-world customer use cases it needed to support
- Identifying data field requirements and how information should be passed between systems
- Documenting system behaviour and identifying gaps in data flow and visibility
What we uncovered
The work created a detailed understanding of how systems and data interacted, highlighting both gaps and opportunities to build a more connected customer ecosystem.
This insight informed the rebuild of the system architecture and has enabled the business to continue increasing the sophistication of its customer experience.
With stronger data foundations in place, Viktoria & Woods has been able to unlock:
- More sophisticated communication cadence across in-store and online environments
- Greater visibility of customer profiles and preferences for retail stylists
- Enhanced customer segmentation and personalised marketing and automated communications
- Greater visibility and documentation of system behaviour
- Resolution of previously identified data flow gaps between systems
The outcome
A stronger technology foundation. A more connected customer experience.
Rather than being a one-off technology project, this work established a foundation that can continue to evolve as their customer experience and technology capabilities mature.
By continuing to prioritise data and system foundations, Viktoria & Woods is better equipped to connect customer experiences across channels, give its retail teams greater customer insight and deliver increasingly sophisticated personalisation.
Real projects. Real outcomes.
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From our clients
Here’s what they shared about their experience working with our team.
“Working with Customr feels less like engaging consultants and more like having an extension of our own team. They have contributed meaningfully to the strategic direction of our loyalty program, while also rolling up their sleeves to help deliver it. Their ability to balance long-term vision with day-to-day execution has been instrumental in progressing our loyalty goals.”
“Customr has worked with GRB for three years as a true extension of our eCommerce and CRM team, shaping our CRM strategy, automation flows, segmentation and eDM mapping, and driving how our Loyalty Program plugs into Emarsys and our ERP. They are genuine CRM experts: experienced, practical and proactive in working towards our business goals.”
“Customr have been an invaluable partner in helping us get behind the hood of our CRM platform. Their expertise across omnichannel optimisation, tracking and reporting frameworks has given us far greater clarity and confidence in how we use CRM to drive commercial outcomes in a way that aligns with our brand and customer expectations. The team is genuinely invested in long-term success and operates as a true extension of our internal team.”
“Customr took the time to deeply understand our systems, structure and ways of working, uncovering valuable member insights through a data-led approach. Their work provided a clear roadmap for both immediate improvements and long-term growth, and they rolled up their sleeves to help execute key initiatives, bringing a truly collaborative approach throughout.”
