How Brooks Brothers is Building its

Omni-channel World of Fashion

Leveraging SAP CRM and Customer Activity Repository (CAR)

For the 197 year old iconic fashion brand, staying relevant and exciting in a
rapidly changing industry is a challenge that has been zealously embraced. A key
strategic initiative of the brand is omni-channel excellence and the use of digital
technology to get closer to its customers than ever before.

Fittingly described by Sahal Laher, CIO of Brooks
Brothers, “If you’re our best customer in Tokyo and
you come to our store on Madison Avenue, we
need to know who you are.” (Source: Chain Store
Age)
The Brooks Brothers’ vision was to create a 360
degree view of the customer; enabling the brand to
know and respond to its customers in real-time with
a highly personalized approach.
The Challenge of Serving the Omni-channel
Customer
How consumers interact with Brooks Brothers
continues to evolve quickly. Not only are consumers
changing how they shop across stores and online,
the digital component itself is changing as
consumers rapidly integrate smartphones and tablets
into shopping.
The key to optimizing these brand experiences was
connecting isolated functions to sustain a single
customer conversation.
Gaining Omni-channel Customer Visibility
The solution is capable of processing large volumes
of data from multiple customer touch-points
including in-store, phone orders and ecommerce.
Coupled with SAP CRM, this provides a true
omni-channel view of their customers to Brooks
Brothers.
Leveraging the new capabilities provided by SAP
Customer Activity Repository (CAR), Brooks Brothers
is reinventing its marketing, customer service and
store operations by gaining:
»» One single view of the customer across all
channels including feedback, purchase history,
preferences and a record of all their interactions
across the web, phone, retail stores and factory
outlets.
»» Omni-channel visibility into transactions with
instant access to view transactions done by a
customers via any channels to resolve any
issues that occur.
»» Consolidation of customer master records by
combining and mapping multiple instances of
the same customer across several retail systems.

Brooks Brothers together with attune implemented

SAP CRM with Customer Interaction Center and
utilized SAP Customer Activity as the master
database.

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 How Brooks Brothers is Building its Omni-channel World of Fashion: Leveraging SAP CRM and Customer Activity Repository
How SAP Customer Activity Repository (CAR)
Supports Omni-channel Growth
By leveraging SAP Customer Activity Repository
(CAR), fashion companies like Brooks Brothers can
tap into its spectrum of features and enhance retail
operations across marketing, merchandising, supply
chain and channel teams. This integration eliminates
“insight islands”, making it easier to incorporate
insights at the point and place of decision.
The following are some of the key areas SAP
Customer Activity Repository helps fashion
businesses:
Personalized Brand Experience, Pricing &
Promotions
Through the consolidation of customer interactions
across a brand’s multiple channels as well as the
social media sphere, fashion companies can make
use of opportunities to convert the data they already
have into useful insights that can drive exceptional
personalization.
By bringing together customer, sales and inventory
information from siloed applications, brands can
benfits from instantaneous access to powerful
consumer insights for better decision-making across
sales, merchandising, marketing, logistics and the
customer experience.
Inventory Intelligence across Channels and Locations
SAP Customer Activity Repository provides a
snapshot of inventory and stock levels in real-time.
This makes it easier to optimize business operations
by assessing how much is left of each item at all of
its store locations, eliminating the endless nightly
inventory posting runs.
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This way, if a customer calls to make a purchase at
any given time, the sales associate can check
inventory across all store locations and reserve stock
to be shipped directly to the customer, or to the
nearest store for in-store pickup. This functionality will
be extended to online shopping, giving the
customer the option to check stock of a nearby store
and opt in for an in-store pickup.
Tapping into a centralized inventory repository
provides fashion brands a single, real-time version
of stock-based truth to take action on opportunities
that create the most profitable outcome - improving
fill rates and reducing stock-outs.
Accurate Demand Forecasting
By leveraging advanced forecasting science within
SAP Customer Activity Repository, brands will be
able to make use of a unified forecast of all
channels to better anticipate future demand. Taking
into account price velocity, seasons and trends at
lightning fast speeds, brands can try out different
pricing, promotional and merchandising scenarios to
most significantly impact future demand.
A price adjustment, a marketing change, or a new,
targeted sales promotion can make a huge difference
when implemented correctly. These types of small
but relevant changes will help companies move
closer to the ultimate omni-channel goal.
Extending predictions across the value chain will
help brands improve vertical processes, ensuring key
areas across the enterprise are working off one signal
in order to reduce inventory, improve on-shelf
availability and decrease lost sales.
How Brooks Brothers is Building its Omni-channel World of Fashion: Leveraging SAP CRM and Customer Activity Repository

How attune Can Help

attune is uniquely positioned to help Fashion & Lifestyle brands leverage SAP technologies such as CRM and
CAR. Drawing from years of experience in the Fashion and Lifestyle industry with an inside-view of the latest
SAP Fashion and Retail platforms, attune’s capabilities helps brands market, sell and service customers around
the world with a set of a solutions focused on omni-channel customer engagement.

Services we offer:

»» SAP CAR discovery and roadmap

»» CRM CAR implementation
»» Clienteling solution based on CAR capabilities
»» Reporting dashboards based on CAR intelligence

attune’s customer engagement solutions based on SAP Customer Activity Repository empowers organizations to
provide excellent customer experiences with a simplified approach to managing the modern customer journey -
whether it’s how a marketer communicates with them or how a sales agent helps them.

OPPORTUNITY FOR PROOF OF CONCEPT

Learn how SAP Customer Activity Repository can optimize your

reporting, analytics and planning processes. attune’s Proof of Concept
delivers a customized demonstration on how you can achieve a 360
degree view of customers, real-time inventory visibility and
highly accurate forecasts.

To find out more, contact us via email: info@attuneconsulting.com

Copyright © 2015 attune Lanka (Private) Limited. All rights reserved.

About Us

attune is a team of trusted business technology

advisors who work with fashion and lifestyle
brands to transform their business performance.
attune offers services across the fashion and lifestyle
value chain, developing solutions that maximize
competitive advantage, integrate and transform
activities across people, processes and technology.

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For more information e-mail us at info@attuneconsulting.com or visit www.attuneconsulting.com