ASICS taps BlueConic CDP platform for enhanced personalisation and data privacy compliance

ASICS has selected pureplay customer data platform (CDP) BlueConic as it looks to reimagine the way it engages with customers.

The move will empower its team to support a growing number of personalisation 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, behaviours, consent preferences, and more.

It says that its business teams will be able to build robust segments and orchestrate highly personalised experiences for customers across all touchpoints, while mitigating consumer data risk for the organisation at the same time.

“We chose BlueConic because of the flexibility and usability of the platform, along with their ability to support various use cases across brands and regions, from data cleanup and identity resolution to compliance and personalisation,” says Melissa Reed, Sr. Product Manager of Customer Data at ASICS Digital.

“BlueConic also stood out for its level of support. During our proof of concept, the BlueConic team went above and beyond to address our concerns and provide creative and effective solutions. Ultimately, it was this combination of people and platform that made BlueConic the clear CDP vendor of choice for our organisation.”

“To keep up with consumers, multi-channel, multinational organisations like ASICS need the ability to add new data connections, create robust, multi-dimensional segments, and orchestrate personalised experiences with speed, scale, and efficiency,” says Cory Munchbach, CEO at BlueConic.

“We’re thrilled ASICS has chosen BlueConic to help them navigate their digital transformation journey and we look forward to helping them find new and innovative ways to connect with consumers and drive growth for the company.”