How Data Pilot helped a fast fashion brand grow its market share & increase revenue
Duration
April 2020 till today
Industry
Retail & E-commerce
Services
Advanced Analytics & BI, Data Engineering, Custom Data Solutions
Tools And Technologies
Company Background
Since 2017, Lulusar has been serving today’s modern and independent woman with functional and affordable fast fashion. To focus on quality over quantity of their apparel, the company employs a digitized product development cycle in every step of the fashion value chain. This enables them to stay adaptive to consumer trends, accurately forecast fashion trends, produce quality products with short lead times, and avoid overproduction and waste.
Challenges
Manual data entry
The company was manually entering data into Google Sheets from various sources, including Facebook data like post likes, shares, and comments, as well as sales data. This manual process was time-consuming, prone to errors, and unable to scale with the business’s needs.
Siloed and inaccurate data
Because of the manual process of data entry, the company grappled with significant issues related to data accuracy and consolidation. As the volume of data increased, the risk of errors grew, making it difficult to rely on this information for business decisions.
No Time Available for Making Key Decisions
Solution
Data Pilot engineered an omnichannel analytics solution that connected the company’s online and offline data. The solution was divided into 2 stages:
- Data Consolidation and Integration
- Unique Analytics Dashboard for Data Visualization
- Unified Data: Eliminating Fragmentation and Drift
By integrating information from sources like Meta (Facebook and Instagram), Shopify, Google Analytics (their website), and their point-of-sale systems, the solution provided the company with a 360° view of its sales across both its e-commerce and physical stores.
The analytics dashboards were built on Tableau to better make sense of this huge amount of data. The dashboard enabled a granular analysis of sales, customer demographics, and market trends on a city-by-city basis so that marketing and inventory management teams can develop targeted marketing strategies and manage stock levels more effectively in different locations. This ensured that the right products were available where they were needed most, ultimately improving customer satisfaction and sales performance.
With the help of the dashboard, Data pilot was able to offer:Â
Granular Analyses of Customer Data
The solution enabled a granular analysis of sales, customer demographics, and market trends so that marketing and inventory management teams can develop targeted marketing strategies and manage stock levels more effectively.
Detailed Analytics for all the Client’s Brands
The solution provided detailed analytics for each Lulusar brand (Basics, Morich, Accessory, Buni, Essentials, Passu etc.). This helped brand managers fine-tune their offerings and marketing approaches to better meet market demands. Â
Real-time Data Processing
The solution was supported with real-time data processing and reporting features so that stakeholders can access up-to-date insights and metrics, allowing for agile decision-making and proactive business management.Â
The Impact
Increase company revenue
Increased Revenue by data-driven driven decision-making
1.12% website conversion
Website conversion rate (2022-23)
39.5% website bounce rate
Website Bounce rate (2022-23)
Enhanced innovation of product lines
The designers in the company were able to examine the success of products by city, channel, quantity sold, and revenue generated in granular detail. This enabled them to make targeted innovations in the designs of their apparel and maximize returns on their apparel.Â
Increased overall productivity
By eliminating countless hours of manual data reconciliation, the solution enabled the company’s teams to use their free time to focus on core initiatives rather than drowning in spreadsheets. Â
Enhanced A/B testing of marketing campaigns
The solution enabled the company to A/B test its marketing campaigns across channels, helping it maximize its ROI on promotional spend. Â
Revealed hidden sales trends
The solution helped unveil hidden sales trends through advanced time-series analysis, enabling the team to adapt to emerging consumer preferences and stay ahead of seasonal shifts.
Industry Applications
Further Data Uniformity in Retail
Future efforts can focus on enhancing the uniformity of product-related data between Shopify and Odoo. Ensuring accurate product category level tagging on both platforms will improve data consistency and reliability.
Geospatial Analysis in Logistics
The omnichannel solution can have geospatial map charts to display sales figures by geography, down to the neighbourhood level. This will provide deeper insights into regional performance and help logistics companies tailor their supply chain strategies accordingly.
Incorporating Machine Learning
A machine learning model can be built alongside this solution to predict marketing spend across different channels. This will ensure that companies can optimize their budget allocation and achieve their target revenue more efficiently.
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“Data Pilot is helping Lulusar leverage data to create the optimal experience for its customers & business. Together, we are pursuing in-depth analytics and predictive modeling to optimize how we grow & retain customers.”