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Lucky Brand Turns to Data Platform to Improve Operations

As a direct-to-consumer brand with more than 260 retail stores, Lucky Brand’s operations are complex.

Last week, the company implemented new software to manage some of the complexities and elevate its DTC commerce operations. It will use SoundCommerce operations data platform (ODP), a solution that enables better decisioning across marketing, merchandising, supply, fulfillment, delivery and customer service teams. With better operational insights, Lucky Brand will be able to enhance the experience for customers, including more personalized service and a consistent user experience across channels.

“Lucky Brand is obsessed with customer centricity,” Lucky Brand COO Michael Relich said. “Our shoppers are at the heart of everything we do. The SoundCommerce platform allows us to make critical operations decisions fast, serving Lucky Brand’s base of customers in ways that build trust and engagement. Our partnership with SoundCommerce is key to delivering superior experiences that keep customers happy and coming back to us.”

The platform integrates with Lucky Brand’s existing systems like Salesforce Commerce Cloud, NetSuite and Full Circle ERP systems, and brings data together in one spot. It also monitors operations and drives machine learning-enabled predictive decisioning.

This is just one of a series of implementations for the brand. In June, it adopted Celect, a cloud-based predictive analytics platform that provides insight into what to stock, and where. Before this adoption, the company was using an Excel-driven model, which was less than ideal for a retailer of its size.

Prior to that the company turned to Netsuite to streamline operations. In 2016, Lucky Brand implemented the cloud-based financial and omnichannel software suite to increase flexibility and scalability.