One of the largest U.S.-based global athletic apparel and equipment manufacturers wanted to identify and capture data on its customers in an effort to increase brand loyalty and grow market share.

At the time, data was being captured inconsistently through myriad of ways, including loyalty program partnerships, product registration, online purchases, sponsored events, and at the POS. There was a lack of cohesive U.S. or ex-U.S. loyalty or CRM strategy, as the programs were mostly seen as a way to drive revenue—not necessarily to be customer-centric.