Chosing a customer data platform

The path to efficient and customer-centered omnichannel marketing for the Witt Group

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  • Case Study
  • 3 minute read
  • 27 Jan 2025

Your expert for questions

Constantin Hourmouzis
Senior Manager, Marketing Advisory at PwC Germany
Phone: +49 160 1147813
Email

The situation

The Witt-Group is an internationally operating omnichannel company that has been part of the Otto Group since 1987. While the catalog remains a core competency of the Witt Group, its online presence is continuously being expanded. The goal is to provide customers with an optimized shopping experience across all channels.

To guarantee efficient and customer-centric omnichannel marketing, the Witt Group has set itself the goal to implement an integrated approach across its communication channels. This is to be achieved by integrating data from various systems. On this basis, a comprehensive 360° customer profile is to be created, enabling the development of tailored offers according to customer needs.

However, the current technological infrastructure was not sufficiently developed to successfully realize the targeted vision.

We are pleased to have supported the Witt Group with a team of PwC experts and would like to thank you for the successful collaboration.

Our approach

In the pursuit of establishing efficient and customer-centric omnichannel marketing, use cases were identified in collaboration and a comprehensive business target was developed. It was recognized early in the project that the technical key to success lies in the adequate implementation of a Customer Data Platform (CDP). Based on the business use cases, the specific functionalities that a CDP must offer to successfully implement them were determined.

Additionally, an assessment of the potential added value of a CDP solution for the Witt-Group was conducted based on the identified use cases. In the first step, the business and architectural differences of the various CDP solutions were detailed. As a result, an initial narrowing down of potential software providers was conducted, derived from the determined business requirements.

In the second step, a comprehensive evaluation framework was developed, in which the business requirements were complemented by PwC's product-specific knowledge. The selected CDP solutions were evaluated based on eight weighted criteria encompassing more than 150 underlying requirements. The results of this evaluation were analyzed in terms of functional suitability and integration into the overall ecosystem, resulting in a well-founded product recommendation.

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Project results

The insights gained position the Witt-Group optimally to make an informed decision regarding the selection of a Customer Data Platform (CDP) and bring them significantly closer to the goal of perfecting a customer-centric and data-driven omnichannel marketing approach. Specifically, the following results were achieved:

  • Achieved transparency regarding existing gaps and business requirements within the Witt-Group
  • Derived use cases for realizing the desired target picture
  • Identified the added value of a CDP for implementing the business targets
  • Established and prioritized essential functionalities
  • Developed a tailored evaluation framework and an accompanying tool for assessing CDP solutions
  • Conducted a detailed evaluation of providers to make a well-founded selection of a suitable CDP

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Constantin Hourmouzis

Constantin Hourmouzis

Senior Manager, PwC Germany

Tel: +49 160 1147813

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