Tapestry expands customer data analysis to Kate Spade

The parent company of Coach, Kate Spade and Stuart Weitzman is building on successful customer identification efforts.

Tapestry is rolling out the Bluecore customer identification platform in its Kate Spade New York banner, following successful implementation across its Coach and Stuart Weitzman  brands.  

According to Tapestry, the solution has been delivering strong identification improvements and contributing to marketing growth for Coach and Stuart Weitzman since initial deployment in 2022.

In addition, Tapestry plans to increase its use of the platform, including the flexibility to integrate Bluecore’s data across its digital marketing tech stack, which includes Salesforce Commerce Cloud as well as Amperity, Attentive and Tulip solutions. 

The retailer intends to collect data from marketing-driven engagements with real-time shoppers and product data to generate insights by creating models related to customer metrics such as purchase intent, lifetime value, product affinity, and discount affinity.  

Leveraging the platform, Tapestry also obtains data about customer movement, which helps identify opportunities to tailor marketing to new, active, and inactive customers across key digital channels including site, mobile, email, and social. 

[Read more: Coach CGI campaign features Lil Nas X with human, virtual influencers]

"Bluecore collaborated with Tapestry on the concept of customer movement in 2023. As we continue to focus on deepening connections with our customers now and in the future, Bluecore has allowed us to further move away from channel-centric execution to customer-centric execution," said Joe Milano, senior VP of digital at Tapestry. 

"The platform enables us to engage with individual customers more effectively with personalized storytelling and distinctive omnichannel experiences," said Milano. "Further integrating Bluecore into our stack will allow us to continue to improve omnichannel identification and repeat purchase rates, both of which are critical components of customer lifetime value."

"Our focus is on building long-lasting customer relationships and our partnership with Bluecore aligns to delivering customer-centric strategies across our brand and omnichannel initiatives,” said Kimberly Wallengren, VP of marketing, North America at Coach. “Consumers want to be a part of something greater and Bluecore is a key part of our ability to both identify and understand shoppers and customers so that we can connect individually, fulfilling both the consumer's desire, while also supporting our goals of increasing customer lifetime value.” 

"Tapestry has moved into a customer-centric leadership position in the retail market and we are thrilled to be expanding our relationship with an organization that is at the forefront of customer engagement,” said Fayez Mohamood, CEO and co-dounder of Bluecore. “Our ability to increase identification rates and repeat purchases for Coach and Stuart Weitzman is just the beginning of what Tapestry can do with Bluecore. We look forward to our teams and technology becoming further integrated so that we can work with all of Tapestry’s brands and partners to put the customer first."

As of July 1, 2023, Tapestry’s portfolio included 330 Coach stores in North America and 609 international locations; as well as 205 Kate Spade stores in North America and 609 international locations; and 36 Stuart Weitzman stores in North America and 57 international locations.