New York – Brooks Brothers is connecting data to the customer experience in order to replicate the highly personalized shopping environment of its stores on its e-commerce site.
“We are connectors,” Cindy L. Lincks, director of analytics for Brooks Brothers, told the audience during a session at last week’s Internet Retailer conference in Chicago. “Our job is to connect data to the customer experience with a software package.”
In the case of Brooks Brothers, this package includes the Adobe Target, Analytics and Scene 7 solutions. As Lincks pointed out, internal silos have held Brooks Brothers back from duplicating its in-store experience, where customers can build an individualized dress shirt from numerous factors such as body type, material, color