Customer Success

PacSun Combines Intelligent Data Onboarding and Modeling with Universal Data Activation

Pacsun Combines Intelligent Data Onboarding and Modeling with Universal Data Activation

Overview

PacSun relies on the intelligent data pipeline, Reactor, to better understand and serve their customers by unifying and modeling data for advanced, real-time decision making across marketing, merchandising and operations. Reactor extracts disparate marketing and operations event data and unifies, defines, and transforms that data to helping them balance compelling customer experiences with contribution profits and customer lifetime value (CLV).

Annual Revenue

$900M

Industry

Fashion Apparel

Website

pacsun.com

Data Stack

Pipeline & Transformation

Reactor

Destination

GCP BigQuery

Data Sources

Salesforce Commerce Cloud (SFCC), LiveRamp, Merkle, GA4, Manhattan Active Omni, Gladly, Cordial, Yotpo, Dynamic Yield, Meta, TikTok

Business Intelligence

Sigma

Challenge

PacSun is dedicated to delivering an exclusive collection of the most relevant brands and styles to a community of inspired youth. They need to collect customer profile and event data for their various brands in real-time and unify it with data sets across marketing, merchandising, customer experience and finance. PacSun needed unified data and advanced data models to inform better retail decisions, improve shopper experiences and increase customer lifetime profits. Brands often lean on marketing tools like Customer Data Platforms to drive customer experience, while key operations data like shipping costs or available inventory remains siloed, causing retailers to lose profit on sales.

Solution

Reactor creates business-ready data from all of PacSun’s systems and applications and lands it in GCP BigQuery. PacSun’s marketing and customer teams now have the ability to fully transform, govern, and activate data through campaign automation to better engage and serve PacSun customers.

“Reactor provides near real-time centralized customer insights which can help PacSun marketing and operations create better customer experience. Reactor has been key to PacSun unlocking value from our data.”

Shirley Gao CIO at PacSun

Impact

01.

Shopper Profiles

21.6M Shopper Profiles

02.

Customer Lifetime Value

11% CLV Increase (YoY)

03.

Customer Acquisition Cost

-9.5% Reduction in CAC (YoY)

04.

Repeat Purchaser

15% Repeat Purchaser CLV Increase (YoY)

PacSun Use Cases

01.

Support dynamic customer attributes including marketing engagement across paid, social, email and messaging campaigns

02.

Profile and segment named and anonymous shoppers and build awareness of complex subscription membership and loyalty programs

03.

Align customer profiles and segments with post-conversion retail considerations including merchandising calendar and discount promotions, cancellations and returns, order and shipment routing, fulfillment and shipping latency, inventory availability by location, and variable costs of doorstep delivery 

04.

Track shopper behavior and value across omnichannel operations

05.

Drive digital marketing campaigns to shopper segment profitability targets

06.

Optimize assortment, promotions, and fulfillment for customer engagement and CLV

07.

Increase CLV with insights into complex membership and subscription programs

08.

Optimize customer engagement and retention programs for profitability

09.

Analyze operational root cause drivers and detractors of shopper lifetime value

10.

Push customer profile and segment data to downstream applications

11.

Leapfrog slow and expensive data warehouse buildout projects

Get Started with Reactor

Simplify the complex data challenges across your entire enterprise

Get started with Reactor today and accelerate your adoption of generative AI, analytics and data activation.

Get Reactor