Asics has selected Boston-based pure-play customer data platform (CDP) BlueConic to reimagine how it engages with customers. The move will empower the Asics team to support a growing number of personalization projects while remaining compliant with consumer data privacy regulations around the globe.
With operations across the Americas, Europe, the Middle East, Asia, and Oceania, Asics is best known for its sports apparel, shoes, equipment, and accessories for men, women, and children. The company acquired fitness app RunKeeper in 2016 for its potential as a one-on-one marketing channel. With a focus on increasing engagement and loyalty both within the app and across brands, channels, and regions, Asics will use BlueConic to unify its first-party data for a deeper, real-time understanding of individual interests, behaviors, consent preferences, and more. With access to this unified, actionable, and privacy-compliant customer data, Asics’ business teams will be able to build robust segments and orchestrate highly personalized experiences for customers across all touchpoints while mitigating consumer data risk for the organization at the same time.
