• Customer Journey Analysis & Control through Universal Data Orchestration Platform from Schober
• Connected marketing personal and automatic for campaigns like #Free State of Mind bruno banani (#FSOMBB)
• Consulting firm Sherlock & Watson designs and advises

Image source: bruno banani underwear GmbH

Stuttgart, 28.09. 2020 – The Schober Information Group Deutschland GmbH has once again convinced: The underwear and lifestyle label bruno banani has chosen udo (universal data orchestration) platform launched, udo has been live since September 2020. With the new platform for data-driven marketing, bruno banani is taking off and taking customers on a journey – for example, to the virtual “new land” of the #FSOMBB campaign. A CRM database first brings together all available data sources. Then, analytics, AI, and visualization determine the crucial insights from the customer journeys so that bruno banani can address target groups in a cross-channel, personalized, and successful manner. The control center is a management cockpit with a marketing plan, campaign management, KPIs and controlling. The project was realized by the Schober Information Group together with the consulting firm Sherlock & Watson Marketing and Data Investigations as implementation partner.

What does digitization mean for bruno banani? Data as an asset!

“Retail is changing, and so is the media,” says Jan Jassner, Managing Director of bruno banani, to outline the initial situation of the project: “So what does digitalization mean for bruno banani? In addition to specialist retailers, there are more and more sales channels with direct customer contact. That’s why we need our own and direct customer access for growth. At the same time, the channels for addressing customers are differentiating and multiplying.” So it’s clear: bruno banani needs to know more about its customers in order to master structural change. The key is customer data. And so bruno banani decides to systematically develop data as an asset.

Future question: How does bruno banani gain knowledge about customers from data?

Data from webshop, newsletter and other data sources were available, but a consolidated overall view and evaluation tools were missing. In the discussion with consulting firm Sherlock & Watson, however, it quickly became clear – according to Jan Jassner – that the first step was to clarify the status quo, goals and structures before looking for a suitable technology. Finally, after intensive market evaluation, the decision is made in favor of udo, because “the question for the future is: How does bruno banani gain knowledge about customers from data? If you don’t know your customers, you can’t fulfill their wishes,” says Jan Jassner. And udo is convincing because it offers high flexibility in data mapping, excellent evaluation options, visualization, data excellence, DSGVO compliance and the option of a financial and management dashboard.

No sooner said than done: now udo is learning for bruno

Image source: bruno banani underwear GmbH

In March, a team from Sherlock & Watson and Schober will start Phase II of the implementation: In several workshops, interfaces will be defined, data models designed and a wide variety of data sources linked. A CRM database with all customer, product and transaction data is created. Whether web store, outlet or retailer, the goal is a 360-degree view. Phase III follows, in which Schober data is used to ensure data quality and lay the foundation for analytics, persona building and integrated artificial intelligence. In the final phase, the team develops data-driven campaigns that correlate customers, measures, and results. This allows udo and its AI to learn from the experience and determine which customer is best approached when, how and on which channel. The deeper understanding of the customer journey provides target group-specific triggers and automatically and efficiently controls the corresponding campaigns. The customers are happy: Welcome to the Free State of Mind bruno banani – not for everybody!

“We’ve been revolutionizing lingerie drawers since 1993, and now we’re also revolutionizing our marketing and all customer communications. bruno banani is ideally positioned with udo to systematically tap into data as an asset,” says Jan Jassner, Managing Director bruno banani GmbH. “The team at Schober and Sherlock & Watson has opened up incredible horizons for us. bruno banani now has great opportunities in marketing. Working with both project partners is a tremendous asset. I am looking forward to the upcoming campaigns for #FSOMBB,” says Jan Jassner, Managing Director bruno banani GmbH.

“bruno banani is setting new standards in data-driven marketing. udo finally makes the 360-degree customer view real, analyzes the customer journey in real time and individualizes customer interaction across channels,” says Martin Brahm, Chief Sales Officer of Schober Information Group Deutschland GmbH.

About bruno banani underwear GmbH:

The international cult brand for underwear and swimwear, based in Chemnitz, Germany, has been revolutionizing lingerie drawers all over the world since 1993. Founded by the business economist Wolfgang Jassner, the company wrote marketing and sales history within a very short time: campaigns such as the luge named Bruno Banani at the Olympic Games or the test of bruno banani underwear in space on the MIR space station brought the family business international attention. Meanwhile, bruno banani exports to 17 countries worldwide and has granted various product licenses. The products are available through the online store, outlet stores, and select specialty retail stores.