Parent firm of Forever 21, Reebok hands customer data strategy to Amperity

Sydney, Australia – Authentic Brands Group (Authentic), the global brand development, marketing, entertainment, and digital platform that manages world-renowned brands such as Reebok, Forever 21, Nautica, and Van Heusen, has partnered with enterprise customer data platform (CDP) Amperity to become its cornerstone partner for data management strategy. The latter will help the parent firm unify its in-store and digital experiences for consumers across its portfolio of brands.

With a vast roster of more than 40 iconic and world-renowned brands, Authentic’s digital platform is powered by more than 200M consumer data files. Through the tie-up with Amperity, Authentic looks to activate data from multiple online and offline touchpoints, including pre-purchase, point-of-sale, and post-purchase customer care in order to create unified customer profiles. 

“We strive to provide the most optimal shopping experience for our consumers, and having a clean data foundation is essential,” said Adam Kronengold, Authentic’s chief digital officer. “Amperity’s platform allows us to resolve identities at scale across our portfolio and leverage data to inform brand and business development decisions.” 

Amperity will be bringing together Authentic’s diverse consumer data to enable a unified 360-degree view and comprehensive understanding of its brand consumers and enhance each of its brand’s digital engagement strategies.

“Authentic has amassed a vast and loyal customer base, spanning more than 40 renowned brands,” said Barry Padgett, CEO at Amperity. “The reality is that there are many CDPs, but not all of them are created equal. We’re honored Authentic has chosen our platform to help them to deliver personalised experiences for every individual customer, driving engagement and retention to unprecedented levels.”

Reckitt, the global consumer packaged goods company, has also recently partnered with Amperity to enhance its overall customer experience. Meanwhile, in February, the CDP expanded its presence in APAC by appointing its new business director and lead solutions consultant for the region.