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How Prada Group leads digital innovation for luxury brands

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Challenge

The Prada Group owns some of the most prestigious luxury brands in the world and works constantly to enhance their value by increasing their visibility and appeal. The Group partnered with Sprinklr in order to bring the same innovative spirit that has powered the brand since 1913 — into the digital world. 

As Prada Group Marketing Director Lorenzo Bertelli explains, “We believe the future of our luxury brands will be defined by the experiences we create for our customers.” From personalized engagements in stores to humanizing interactive and immersive experiences across digital and social shop windows, Bertelli says, “each brand within the Prada Group will be unified across in-person and digital channels in order to serve customers when and where they desire the best experience.”

When it first partnered with Sprinklr, the Prada Group embarked on an ambitious journey to consolidate dozens of point solutions onto Sprinklr’s unified customer experience management (Unified-CXM) platform. The Group wanted a single, AI-powered platform to manage benchmarking, insights, advertising, and care in order to identify, reach, and engage its Millennial and Gen Z audience. Its digital-first strategy would keep the company at the center of larger cultural conversations and trends impacting their brand and provide the holistic customer experience that today’s consumers demand.

Solution

The Prada Group began its journey to unify digital marketing in April 2020, implementing Sprinklr’s Modern Advertising and Social Engagement & Sales products just after the onset of the global pandemic, when digital channels became, in many cases, the only way to engage with consumers. With six brands (Prada, Miu Miu, Church’s, Car Shoe, Marchesi 1824, and Fondazione Prada) in its ecosystem, the Prada Group aimed for full visibility into campaign creation, publishing, and performance across modern channels. The Italian luxury group quickly accomplished this with Sprinklr, creating a unified view of its digital engagement strategy. This enabled the Prada Group’s marketing teams to better target and reach relevant audiences and to gain insight into effective marketing content.

In the second half of 2020, the Prada Group added Sprinklr’s AI-powered Modern Research product to its quiver. Competitive Insights and Benchmarking now empowered its analytics and public relations teams to analyze relevant product and location-based data in order to gain precious insight into brand health and into key events, like Fashion Week. Most importantly, with this new capability, the Prada Group’s teams were now able to proactively manage rising situations and mitigate potential brand crises. This year, its teams tracked 92 million mentions across 183 topics and more than 70 custom dashboards to gather key insights. 

In Q3 of this year, the partnership with the Prada Group was expanded, adding Sprinklr Modern Care. This enables sales agents to provide their customers with the highest-quality, most complete digital sales experience available today. Agents are now communicating and serving customers on Facebook, Instagram and live chat. With conversational commerce capability, the caliber of care that agents provide is enhanced even further: they can now complete sales in those same social channels where they communicate with customers. With the addition of Modern Care, the Prada Group has created a totally seamless experience for its customers — ratcheting up to new heights their already-positive experience with the group brands.

We believe the future of our luxury brands will be defined by the experiences we create for our customers. Each brand within the Prada Group will be unified across in-person and digital channels in order to serve customers when and where they desire the best experience.

Lorenzo Bertelli
Marketing Director
Prada Group

Outcome

The Prada Group’s leading companies in luxury are providing world-class customer engagement and care to the next generation of luxury consumers. They meet their customers in their preferred channels to provide a seamless experience with their brands, from outreach and engagement to support and sales. The partnership with Sprinklr helps the Prada Group:

• Sell, serve, and retain customers at global scale — all on one Unified-CXM platform.

• Gather key insights into brand health and brand-relevant events. This year, they tracked millions of mentions across nearly 200 topics and more than 70 custom dashboards

• Attain full visibility into campaign creation, publishing, and performance across modern channels in order to better target and reach relevant audiences and to gain insight into effective marketing content.

Customer:

Prada Group

Industry:

Retail / Fashion

Company Size:

13,197 employees (ZoomInfo)

Location:

Milan, Italy

Products Featured:

Modern Marketing & Advertising

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