The online clothing retailer Trunk Club burst on the scene in 2009 with a breakthrough idea. It employed personal shoppers to give incredibly customized, professional shopping experiences. Customers expressed personal preferences through the company’s mobile app and its website, then shoppers selected a tailored wardrobe, or trunk, for the clients to explore.
But as the company grew, acquired by Nordstrom 2014, it found itself challenged to manage multiple data streams, including online customer data, automated shopping catalogues, and transaction and ordering systems, and it needed to develop a data collection strategy. Trunk Club, like many growth-oriented businesses, found that it’s really hard to keep their data tracking clean and consistent — a requirement for discovering actionable insights.
Improving data collection with Segment
That’s where Segment came in. Trunk Club found incredible value in being able to track data once across their mobile app and website, and route that data to multiple tools their entire team needed without tying up their product engineers.
I recently sat down with Jason Block, a senior front-end developer at Trunk Club, to learn how Trunk Club uses Segment. Read the case study.
Before Segment, Trunk Club used a few apps to review its data, including Kissmetrics for tracking a limited number of events, BrightTag (now Signal) to track marketing events, and Google Analytics to understand their web traffic.
”But there was no consistency in how the events were captured, where they went, or whether our business intelligence team could do anything with them,” Block said. “We had no direction or strategy when it came to client-side event tracking.”
Segment enabled a comprehensive data-collection strategy. “The idea of creating a consistent developer experience for tracking data resonated with us,” Block said. “There was nothing else like it.”
Trunk Club is using Segment Warehouses to load all of its customer data into Amazon Redshift, giving analysts and developers a single data repository. Almost 100 employees, including product managers, engineers, and people working in business intelligence, design, nance and marketing are making decisions with data collected by Segment.
Using data to provide better service
Of course, Trunk Club isn’t just amassing data, they’re using it to improve the customer experience. Their more than 500 stylists rely on machine-learning powered recommendation algorithms to help find just the right scarf to go with that top. Block said, “We can continue to adjust to the customers’ needs by seeing what they are doing on our sites.”
With Segment, Trunk Club tracks data on its mobile apps and website and then ties that data with shopping catalogues, transactions, and other data sources like Mandrill for email and Intercom for shopper support. “Segment,” Block said, “has significantly affected and improved Trunk Club as a service.”