Vera Bradley Creates Seamless Customer Experiences With the Help of a CDP

In episode 210 of Total Retail Talks, Executive Editor Joe Keenan interviews Daren Hull, chief customer officer of Vera Bradley, a women's quilted luggage, backpack, and accessories retailer. Listen in as Hull discusses why Vera Bradley has recently invested in a customer data platform (CDP), his goals to democratize access and utilization of customer data throughout the company, and how the brand is working to personalize customers’ shopping experiences. In addition, Hull shares some of the insights derived from Vera Bradley's customer data, as well as a few examples how the brand is using data to influence its decision making, including in-store merchandising. Creating seamless customer experiences across multiple channels is challenging, and Hull discusses how unifying silos both in data and within the organizational chart are two of the biggest roadblocks facing retailers today. He also shares the benefits Vera Bradley has realized by using a CDP, and how the brand is continuing to evolve and improve its customer experience through personalization, customer loyalty, and marketing efforts. This episode was recorded live at CRMC 2019 in Chicago.