How River Island use ResolvID to effectively perform identity resolution on customer data

Background

River Island is a beloved high street retailer that has brought leading fashion trends to UK shoppers for over sixty years, with both a digital and in-store presence.

When the brand began building a marketing and analytics data technology environment with only a Single Customer View (SCV)— a single record that merges all customer data– available, they recognised the need for a SaaS solution that would be able to perform real-time identity resolution on customer data.

The Challenge

Bringing the entire SCV in-house posed a significant challenge to River Island, having to terminate many data feeds and re-evaluate incoming and outbound data that lacked clarity. The original data feeds were also set up by employees who had since left the business, resulting in a trial by fire with their SCV.

The Solution

CACI configured ResolvID, a cloud native solution hosted on Amazon Web Services (AWS) Cloud infrastructure, to supply River Island with data cleansing, standardisation, identity resolution and deduplication. Developed with a Microservices architecture, the bespoke platform offers significant advantages through its scaling, resilience and flexibility when rapid changes and improvements are required.

ResolvID comprises horizontally and vertically scalable Microservices that perform different functions with a seamless interface to enhance River Island’s accessibility. The solution leverages advanced deterministic name and address matching techniques in conjunction with digital and non-digital identifiers specific to River Island customers and their data. As part of this initiative, CACI took a three-step approach to effectively perform identity resolution on River Island’s customer data.

The Results

Leveraging ResolvID has resulted in many tangible benefits for River Island, including the creation of various customer dashboards to monitor more targeted figures and generate better, more timely data that bolsters targeted customer campaigns. There have also been noticeable improvements in workload efficiencies, such as cutting down the time required to action workloads to increase the team’s focus on refining their future strategy of doing more with their data to retain oversight on customer performance.

Once we swapped to ResolvID, the numbers we got were close enough to give us confidence that the deduplication received from ResolvID worked better than our previous managed service.

Ben Anderton, Technical Lead at River Island, shared how this real-time capability now enables the confident and immediate actioning of data and customer signups to produce effective campaigns based on genuine buying behaviours and generate accurate results.

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