How A 40M Decrease In Email Promos Increased Revenue At TUMI
Charlie Cole TUMI

Working to deliver a more relevant customer experience, TUMI was seeking to consolidate business functions “that have a direct relationship with the customer on a 1:1 basis,” noted Charlie Cole, Global Chief eCommerce Officer at Samsonite and Chief Digital Officer at TUMI. “We thought all these functions should live in one place,” he explained, “including online analytics, customer service, sales (retail/online/outlet/drop ship), warranty, repair, email send/open/click, social graph data…”

Finding the right solution was a challenge, Cole explained: “We didn’t necessarily know where in the vendor landscape we were going to end up, so we talked to all sorts of partners, including email, personalization, more traditional CRM, etc.” After a thorough search, Cole and his team landed on the Customer Data Platform (CDP) from AgilOne. In this Q&A, Cole shares his learnings and results from the implementation.

Retail TouchPoints (RTP): What solutions/technologies did CDP replace?

Charlie Cole: A combination of a legacy CRM system and an ESP [email service provider].

RTP: How did you select a CDP partner?

Cole: We looked at approximately 12 vendors in the nebulous space at the time, demo’d all of them, talked to various folks in the industry (not hand-picked references — we did some more…