ASICS, the global leader in athletic footwear and apparel, has selected pure-play customer data platform (CDP) BlueConic to reimagine the way it engages with customers. The move will empower the ASICS team to support a growing number of personalisation projects while remaining compliant with consumer data privacy regulations around the globe.
With operations across the Americas, Europe, the Middle East, Asia and Oceania, ASICS is best known for its sports apparel, shoes, equipment and accessories for men, women and children. The company acquired fitness app RunKeeper in 2016 for its potential as a one-on-one marketing channel.
With a focus on increasing engagement and loyalty both within the app and across brands, channels and regions, ASICS will use BlueConic to unify its first-party data for a deeper, real-time understanding of individual interests, behaviours and consent preferences. With access to this unified, actionable and privacy-compliant customer data, ASICS’ business teams will be able to build robust segments and orchestrate highly personalised experiences for customers across all touchpoints, while mitigating consumer data risk for the organisation at the same time.
“We chose BlueConic because of the flexibility and usability of the platform, along with their ability to support various use cases across brands and regions, from data clean-up and identity resolution to compliance and personalisation,” said Melissa Reed, Senior Product Manager of Customer Data at ASICS Digital.
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