In today’s retail and consumer packaged goods (CPG) landscape, brands face a critical challenge: fragmented customer data scattered across channels, systems, and business units. This fragmentation hinders the ability to deliver seamless, personalized experiences that today’s consumers expect—and that drive measurable business value. Publicis Sapient’s Customer Data Platform (CDP) solutions are purpose-built to unify data, break down silos, and empower retail and CPG organizations to activate insights for real-time personalization, marketing, and loyalty at scale.
Modern consumers interact with brands across a multitude of touchpoints—websites, mobile apps, in-store visits, social media, and more. Yet, 54% of customers say it feels like sales, service, and marketing teams don’t share information, and 66% expect companies to understand their unique needs and expectations. Without a unified customer view, brands struggle to:
A CDP addresses these challenges by collecting, integrating, and activating data from all sources—creating a persistent, enterprise-wide customer profile that powers every engagement.
Our CDP solutions ingest data from every customer touchpoint—eCommerce, in-store, mobile, email, call centers, and more. Through advanced identity resolution, we connect disparate data points to a single customer profile, enabling:
With a unified customer view, brands can deliver:
CDP implementation unlocks tangible outcomes:
The Challenge: Siloed data across seven countries and business units made it difficult to leverage insights for consistent engagement and growth. Duplication of data wasted resources and risked errors.
The Solution: Publicis Sapient built a scalable, custom CDP leveraging cloud technology. The platform unified data ingestion, transformation, and entity resolution, enabling robust predictive analytics and customer genome modeling. This empowered the retailer to:
The Impact:
The Challenge: Consumer data was fragmented by brand and channel, with no single customer view. Disconnected marketing execution and lack of integration between CRM and personalization platforms limited the ability to deliver one-to-one marketing.
The Solution: Implementation of a CDP enabled omnichannel personalization and prioritized five use cases in-market, including post-purchase engagement and replenishment reminders.
The Impact:
The Challenge: Customer data resided in silos across third-party sources, limiting the ability to deliver personalized experiences.
The Solution: Publicis Sapient implemented a CDP integrating over 15 data sources, including eCommerce, web analytics, and IoT. The platform enabled hyper-targeted marketing and omnichannel campaign strategies.
The Impact:
Define a strategic agenda and prioritization framework to align CDP implementation with business goals. Identify key use cases—such as loyalty program activation, churn reduction, or cross-sell opportunities—that will deliver quick wins and long-term value.
Build a flexible, scalable CDP platform that integrates with existing MarTech and AdTech stacks. Leverage out-of-the-box connectors, real-time streaming, and advanced identity resolution to unify data efficiently.
Establish cross-functional teams and scalable governance models to manage data quality, privacy, and compliance. Foster collaboration between marketing, IT, analytics, and business units to ensure alignment and accelerate value realization.
Equip teams with the skills and processes needed to manage and activate customer data. Implement agile marketing pods to test and iterate on personalization use cases, measure impact, and scale successful initiatives.
A unified CDP enables:
Publicis Sapient brings decades of experience in digital business transformation, combining deep industry knowledge with expertise in strategy, product, experience, engineering, and data. Our agile, data-driven approach and strong partnerships with leading technology providers ensure that retail and CPG brands can unlock the full value of their customer data—driving growth, loyalty, and competitive advantage in a rapidly evolving market.
Ready to build your 360-degree customer view? Connect with our experts to start your CDP journey.