Forever 21 unifies customer data for enhanced personalization

Dan Berthiaume
Senior Editor, Technology
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Forever 21 storefront
Forever 21 is unifying customer data across channels.

Forever 21 is deploying a new customer data platform (CDP) to bring omnichannel shopper information into one location.

The fast-fashion retailer, a banner of Authentic Brands Group (ABG),has selected the artificial intelligence (AI)-based Amperity CDP to help maximize the value of its omnichannel data through the delivery of relevant, personalized customer experiences. Forever 21 intends to utilize Amperity technology to gain insights into cross-channel behavior, data science scores, and content affinities.

The retailer has a significant amount of customer data from both its digital channels and offline transactions. However, as consumer shopping preferences and behaviors have shifted over the years, Forever 21 realized it needed a single solution to bring together and manage its disparate data sources.

Forever 21 will also be able to use AI-based, enterprise-scale identity resolution and audience segmentation to drive retargeting, lookalike and suppression campaigns. The retailer initially launched a multi-year effort to overhaul its enterprise, digital and omnichannel technology during the COVID-19 pandemic

“The future of retail lies in how well a company understands the customer journey,” said Jacob Hawkins, chief marketing, digital & omni officer at Forever 21. “Amperity enables us to create unified customer profiles and actionable insights we need to scale. The company’s best-in-class platform, in combination with its significant retail industry expertise, will help us continue to fuel our growth, deepen customer loyalty, and operate at the highest level of efficiency.”

“Forever 21 is addressing the demands and expectations of the omni-channel shopper by tackling the massive challenge of unifying all of their digital and transactional data into a 360-degree customer view,” said Barry Padgett, CEO at Amperity. “With Amperity, Forever 21 will be able to deliver the level of excellence consumers expect from brands on a daily basis. We are proud to work with such a forward-thinking partner to help take its customer experience to the next level.”

Forever 21 completes online checkout upgrade

Recently, Forever 21 decided to implement the Bolt checkout experience platform. Leveraging the Bolt solution, As a result, the retailer enables shoppers to have a seamless, one-click checkout experience on its e-commerce site, including brand-new customers who have never shopped at the retailer’s online store before.

Forever 21 automatically recognizes shoppers who create a Bolt account by their email or phone number. This allows customers to save information once and subsequently check out without ever having to enter a password, payment, or shipping information again. In addition, the Bolt solution extends to mobile checkout.

In addition, the solution enables customers to save payment information across different ABG banners; for example, between Forever 21 and Lucky Brand. And the Bolt account network also enables some guest customers to check out in one click, which has resulted in more logged-in transactions for Forever 21 and the ability to turn “unknown shoppers” into “known shoppers.”