CHAPTER 20: THE ARCHITECTURE OF THE FUTURE
MEN’S TRUNK: A RETAILER IN THE DATA ERA (CONTINUED)
MEN’S TRUNK HAS been on a tear since 2005. Their revenue has grown from a mere $10 million to over $2.3 billion. This exponential growth has driven their customer base from less than 1,000 to over 100,000. In line with that, the number of sales transactions per year has grown from about 4,000 to over 1 million. They have expanded into over 30 countries, with 5 new countries expected in 2015. And lastly, the business decision to build physical stores has augmented their web channel with over 45 stores, expected to grow to 62 in the next year.
Recall from Chapter 19 that between the years 2005 and 2014, Men’s Trunk began to mature their IT environment to deal with this expansion. Their initial investment included some databases, a data warehouse, data movement tools, and a business intelligence platform to interact with constituents (customers, suppliers, and employees).
The landscape has changed for Men’s Trunk, based in part on their tremendous growth, along with their innovative business practices. Here are a number of the initiatives introduced or planned that must be accounted for:
- Loyalty program: The company launched a loyalty card program, which is both a physical card and a card stored on a mobile device. This card tracks all customer purchases, gives redeemable points for purchases, offers recommendations, and informs customers about sales and promotions.
- Multi-channel customer ...