Case

Zara (Inditex)

Inditex's 2018 annual report states that it uses RFID technology to integrate store and online stock. Illustrates the data foundation for an omnichannel experience.

Industry
Fashion retail (global)
Frameworks applied
Omnichannel customer journeyData-driven marketing loop
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Frameworks applied

This case is read through the frameworks below.

  • Omnichannel customer journeyWhen shoppers research on mobile, browse online and buy in store, how should a retailer's team join up its channels so one purchase feels seamless?
  • Data-driven marketing loopWhen a marketing team holds plenty of customer data yet still decides on gut feel, how can it link collection, analytics, automation and testing into one continuous loop?

Sources

References

Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.

  1. Inditex (2019) Annual report 2018. Inditex.No DOIstatic.inditex.comSource page