Global Lifestyle Brand Achieves True Customer Centricity
Creating a single customer identity across multiple lines of business
A global lifestyle conglomerate and one of the top five watch manufacturers in the world, the client is a household name across categories such as jewelry, watches, eyewear, and skincare. With millions of customers engaging across brands, their need was clear: create a unified customer experience that reflects their legacy of trust, design, and innovation.
For that they needed to achieve true customer centricity and get a better return on marketing spend and improve cross-selling.
Problem Statement
Solution
Results
The Challenge: Fragmented identities across businesses
For large retail chains with multiple lines of business (LoBs), like our client, a single customer often exists in multiple systems: jewelry, watches, eyewear, or wearables. Each maintains their own data. The result is data chaos:
- Multiple customer IDs for the same person
- Ineffective loyalty programs
- Poor cross-selling opportunities
- Fragmented customer experience
Without a unique customer ID for each customer across business lines, the organization couldn’t track total customer value, recognize repeat buyers, or personalize marketing effectively.
In a competitive retail landscape, the brand knew the next leap in customer experience required a common customer identity system that could unify data from across its verticals in real time.
Where CDPs fall short and why MDM is the missing layer
Like most global retailers, the client had already invested in a CDP (Customer Data Platform) to centralize and activate customer data for marketing. But CDPs depend entirely on the quality of data that flows into them. When upstream data is fragmented, duplicated, or inconsistent, CDPs struggle to build accurate customer profiles.
Many enterprises initially treat MDM as a backend function. But when matched with a CDP, MDM becomes a strategic asset.
- It reduces data chaos at the source
- It strengthens campaign ROI
- It helps teams trust their data
- It accelerates digital transformation across the organization
A CDP enhanced with Master Data Management (MDM) becomes dramatically more intelligent and reliable.
MDM provides the identity resolution, deduplication, and golden-record creation that CDPs lack. By unifying and cleansing customer identities first, MDM turns the CDP from a data collector into a truly intelligent engine. You unlock:
- Accurate, unified customer profiles.
- Sharper audience segmentation.
- Stronger personalization in every channel.
- More efficient marketing spends.
- Better attribution models and insights.
- A richer, more dependable Customer 360
The Solution: Customer centricity powered by proprietary technology
Posidex implemented its proprietary Customer Centricity Solution, a real-time entity resolution engine that creates Unique Customer IDs (UCIDs) across business lines. It integrated data of 126 million+ customers from multiple systems including jewelry, watches, eyewear, and skincare divisions to create UCIDs
- Daily batch processing to update new customers and merge duplicates automatically to maintain Golden Records
- Identified repeat customers and calculated total customer transaction value
- Created householding-level IDs, combining data from all group businesses to identify shared relationships and group-level value
This UCID-based system became the single source of truth for all customer interactions across brands, eliminating redundancy, improving campaign targeting, and enabling seamless personalization.
The Results: Smarter marketing, better ROI, and stronger loyalty
With Posidex’s Customer Centricity, the lifestyle brand transformed how it engaged customers.
- Improved Prospect-to-Customer Ratio: More precise targeting based on unified data led to higher conversions.
- Personalized Campaigns: Focused SMS and email marketing led to better engagement and response rates.
- Effective Cross-Selling: Understanding which customers buy from which brands enabled intelligent recommendations.
- Better ROI on Marketing Spend: Reduced wastage and improved campaign performance.
- Repeat Customer Identification: Enabled loyalty-driven offers and lifecycle engagement programs.
For the first time, after the Posidex implementation, sales and marketing teams could instantly see, for example, that Customer A buys from eyewear and watches but not jewelry, while Customer Z shops in jewelry and watches but not eyewear. This nuanced 360° visibility redefined how campaigns were designed and customers were served.
Continued Excellence: Data-driven growth through customer centricity
With Posidex, the brand now operates with a single version of the customer truth, enabling every department to work in sync. This transformation didn’t just enhance operational efficiency. It made customer centricity measurable.
And by strengthening the data foundation beneath their CDP, the organization now delivers richer, more reliable, and more profitable customer experiences across channels.
Where CDP and MDM meet, true personalization begins!
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