{"id":4267499,"date":"2024-10-12T22:05:00","date_gmt":"2024-10-12T20:05:00","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/data-driven-success-for-a-fashion-retailer\/"},"modified":"2025-11-27T13:53:53","modified_gmt":"2025-11-27T11:53:53","slug":"data-driven-success-for-a-fashion-retailer","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-au\/case\/data-driven-success-for-a-fashion-retailer\/","title":{"rendered":"Data-driven success for a fashion retailer"},"content":{"rendered":"<div class=\"block-case-intro-title\">\n\t<p\tclass=\"text text-sans-128 block-case-intro-title__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Omoda<\/p><p\tclass=\"text text-sans-48 block-case-intro-title__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Data-driven success for a fashion retailer<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/10\/Omoda-Featured-Image-1024x559-1.jpg\"\n\t\t\t\t\talt=\"\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-case-intro js-block-case-intro\">\n\t\t\t<div class=\"block-case-intro__category-container\">\n\t\t\t<p\n\t\t\t\tclass=\"block-case-intro__category-header text-sans-16\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-delay=\"0.25\"\n\t\t\t>\n\t\t\t\t(&nbsp;&nbsp;Services&nbsp;&nbsp;)\n\t\t\t<\/p>\n\n\t\t\t<ul\n\t\t\t\tclass=\"block-case-intro__category-list text-sans-14 js-block-case-intro-category-list\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-target=\"inner-items\"\n\t\t\t\tdata-animation-delay=\"0.5\"\n\t\t\t\tdata-animation-stagger=\"0.1\"\n\t\t\t>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tAI Transformation\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tTech &amp; Data\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\t<p\tclass=\"text text-sans-48 block-case-intro__title js-block-case-intro-title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-animation-stagger=\"0.005\" >For nearly 150 years, Omoda has been a leading fashion retailer with a carefully curated offering of shoes, clothing, bags, and accessories. <\/p><p\tclass=\"text text-sans-24 block-case-intro__text js-block-case-intro-text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-delay=\"0.1\" >By combining technology and fashion, Omoda uses the power of innovation to inspire customers, provide sizing advice, and offer fast shipping.\u00a0<br><br>DEPT\u00ae and Omoda have been working together for years to harness the <a href=\"https:\/\/www.deptagency.com\/solutions\/tech-data\/\" target=\"_blank\" rel=\"noreferrer noopener\">power of data<\/a> to optimize digital marketing campaigns and drive sustainable growth. Our most impactful projects include a Customer 360 and an AI model to mitigate returns.<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/06\/Omoda-Feature-2.jpg\"\n\t\t\t\t\talt=\"An Omoda model posing in a fun, summery look for a shoot.\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >A smart data strategy<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Fashion is a fiercely competitive industry in which brands face the challenge of staying on top of an ever-changing supply of available products and a constant stream of return orders. Brands must use data smartly and efficiently to get maximum value from campaigns.<br><br>Our collaboration with Omoda began by building a marketing hub that offered a 360\u00b0 customer view in the Google Cloud Platform. By incorporating smart technology features like machine learning and AI, we unlocked additional value within Omoda\u2019s marketing efforts.\u00a0<br><br>Next, we went further by helping Omoda complete full data migration to the Google Cloud Platform, supported by a data-driven strategy and culture. While this remains an ongoing journey in which we will continue to experiment and innovate with what data activations have to offer, our findings have already yielded impressive results.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/06\/Omoda-Feature-3.jpg\"\n\t\t\t\t\talt=\"An Omoda storefront.\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"left-aligned-asset\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/10\/image-6.jpg\"\n\t\t\t\t\talt=\"\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Segmenting customer data<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>With DEPT\u00ae\u2019s help, Omoda began centralizing its marketing data by creating a Customer 360 view in BigQuery.\u00a0<br><br>Customer 360 integrates customer data from different sources in a centralized location in one overview. For this purpose, we collected various types of data, such as offline purchase data and clickstream data, from Google Analytics 360. Using cluster algorithms, we segmented the data before applying Google Cloud and Google Tag Manager to convert the data-driven clusters into target groups so that marketing campaigns could be adjusted accordingly.\u00a0<br><br>We used the same centralized data to predict conversion intent or the likelihood that potential customers would make a purchase. This allowed us better to target our retargeting campaigns to the right target group and improve return on ad spend (ROAS).<\/p><\/div><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/06\/Omoda-Feature-4.jpg\"\n\t\t\t\t\talt=\"A close-up of people wearing sneakers and sandals from Omoda.\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Growth in net margin through product segmentation<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>By using multiple data sources, we were also able to leverage Google Shopping campaign more intelligently and focus on products that achieve a higher net margin.\u00a0<br><br>We accomplished this by adding attributes to campaigns to hone in on products with a higher chance of sales, increase Omoda\u2019s net margin, and are less likely to be returned. Each product is then assigned a unique score based on sales, returns, stock, and margin data. Products with a high score\u2014and therefore a high net value\u2014receive more focus and are displayed more often in Shopping campaigns to maximize results.\u00a0<br><br>The model transforms all product data and segments products in Google Cloud BigQuery. From there, the output is fully automated, refreshed and integrated with the product feeds, on which various digital marketing campaigns run.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/06\/Omoda-Feature-5.jpg\"\n\t\t\t\t\talt=\"A shelf display at Omoda featuring fashionable handbags.\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"left-aligned-asset\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/10\/image.jpg\"\n\t\t\t\t\talt=\"omoda clothes on a hanger\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Return based bidding<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Like many other retailers, Omoda sees many returns, which hurts their business\u2019s net margin. We wanted to focus on customers with a low return value to improve Omoda\u2019s net margin even further because, as Omoda has observed, a customer who makes many purchases is not always the most valuable to the bottom line.\u00a0<br><br>To accomplish this, we developed an AI model that predicts the expected return value when a transaction takes place in real-time. These values are forwarded \u200b\u200bto Google Ads, which, in turn, optimizes the bidding algorithm based on the business goals that are important to Omoda.\u00a0<br><br>It\u2019s also worth noting that minimizing returns doesn\u2019t only have a positive effect on business, it makes a positive contribution to the environment as well.<br><\/p><\/div><\/div>\n\n<blockquote class=\"block-case-quote\" data-animation-timeline>\n\t<span class=\"text-sans-20-24\" data-animation=\"fade\" data-timeline-item=\"1\">\u201c<\/span>\n\t<p\tclass=\"text text-sans-24 block-case-quote__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-timeline-item=\"2\" data-timeline-at=\"&lt;\" >Thanks to the collaboration with DEPT\u00ae, we have become even more efficient in performance marketing, which has allowed us to achieve more profitable growth. This is the direct result of our work centralizing all data and transforming it into valuable insights.<\/p>\t<br \/>\n\t<span class=\"text-sans-20-24\" data-animation=\"fade\" data-timeline-item=\"3\" data-timeline-at=\"-0.5\">\u201d<\/span>\n\n\t<p\tclass=\"text text-sans-16 block-case-quote__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-animation-stagger=\"0.015\" data-timeline-item=\"4\" data-timeline-at=\"-0.5\" >Cees Hannema, CMO at Omoda<\/p><\/blockquote>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/10\/omoda-store.jpg\"\n\t\t\t\t\talt=\"\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Results<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>By collecting and centralizing data from different platforms, our collaboration with Omoda has provided additional insights that can be harnessed to make valuable predictions and optimize digital campaigns (SEA, social, email, etc.).\u00a0<br><br>As a result, we can create more worth with less media budget. The solutions are scalable and flexible thanks to the infrastructure of Google Cloud Platform and fully tailored to Omoda&#8217;s goals. Looking ahead, we will continue to innovate as partners\u2014-not only to stay at the forefront of digital marketing, but to leverage data for the entire organization.\u00a0<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/10\/omoda-store2.jpg\"\n\t\t\t\t\talt=\"An Omoda employee helping a customer fit shoes\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":40,"featured_media":4267500,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","dept_alt_featured_image":[],"dept_algolia_noindex":false,"dept_algolia_featured":false,"member_job_title":"","member_linkedin_url":"","dept_accent_color":"#E4016B","dept_next_case_accent_color":"","dept_case_video":{"type":"local"},"footnotes":""},"case-category":[42679,42675],"person":[723],"award":[],"client":[38288],"case-industry":[42673,42670],"class_list":["post-4267499","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - 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