47 Street: 100 locations, all in a single conversation with their customers

Its customers' information was scattered across different systems. With Data4Sales, 47 Street was able to consolidate its data, gain a better understanding of each customer, connect their experiences, and personalize interactions across all channels.

FashionArgentina100 locations

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Omnichannel1.9xOmnichannel customers are 1.9 times more valuable than single-channel customers

What We Achieved

1.9xOmnichannel vs. Single-Channel Value

+26%Those who pick up in-store become omnichannel customers

2.4xOmnichannel purchase frequency

Introduction

All of its customers' information, spread across three systems

47 Street is a fashion retail brand with 100 stores. It had a problem: it had all its customer information, but it was spread across three systems that didn’t communicate with each other. Take Camila, for example—a loyal customer who had been shopping at 47 Street for four years. In the database, she didn’t exist as “Camila.” There were three Camilas:

in e-commerce

2 orders in 6 months. Last order 45 days ago. Online, always from my cell phone.

in-store

3 purchases at 2 different stores. Last purchase was 100 days ago.

THE

at 47 Club

Member with 10,000 points that expire in 15 days. Loyalty program member.

The True Cost of Fragmentation

99%

WhatsApp is part of the platform

The channel with the highest conversion rate—but it's not being used.

Existing customers account for 26% of revenue

And no one knew what they were at the restaurant.

1,4x

Is a physical ticket worth more than a digital one?

Same customer, different time.

Problem

The same client, split across three systems

Each customer who began using both channels went from 1.38 to 3.09 purchases. Omnichannel retailing didn’t add customers—it increased the purchase frequency of existing customers by a factor of 2.2. However, 4 out of every 10 customers who were “acquired” in a physical store couldn’t be engaged because their data was in the other system.

When they sent out campaigns, they sent the same email to a customer who had made a purchase yesterday and to another who hadn’t been seen in six months. They didn’t know how many online customers never set foot in a store (and vice versa). A sales associate in the store had no idea that a customer had left an abandoned shopping cart on the website.

Purchases per customerOne channel vs. two channels

1,38

3,09

A single channelBrick-and-mortar + online store

4 of 10Customers acquired in-store could not be processed: their data was stored in another system.

Strategy

Unify, Predict, and Communicate

Identity Unification

Make CA + MI + LA = one Camila. Consolidate e-commerce, in-store POS, and the 47 Club into a single profile. It wasn't just about bringing data together—it was about creating a unified context where every customer interaction made sense.

eCommercePOS47 Club

Predictive Intelligence

Models that predict who is about to make a purchase, who is at risk of being lost as a customer, and which product to offer them. Based on Camila’s complete behavior: where she shops, which categories she prefers, when she abandons her shopping cart, and when she is at risk.

Conversational Orchestration

WhatsApp and email handled through the same workflow, at just the right moment. One message, one voice. Not three systems sending uncoordinated communications, but a dialogue designed from start to finish.

WhatsAppEmail

Four streams that are always active

Flow 01

Welcome + First Purchase

When she joins the database, a workflow is triggered with a personalized incentive to encourage her to place her first order.

Flow 02

Abandoned carts

If Camila leaves something in her cart, they follow up with her via WhatsApp before she loses interest, because it converts 100 times better than email. The incentive is tailored to her profile.

Flow 03

Second-Purchase Incentive

After the first purchase, a process guides the customer toward the second one, offering a complementary product at just the right time.

Flow 04

Reactivation of Inactive Accounts

When Camila crosses the “at-risk” threshold, a cross-channel sequence is triggered to re-engage her before she becomes inactive.

Results

A message with full context

Before

3 systems, 3 names, 3 messages. None of them knew about the others.

Now

1 profile, 1 moment, 1 message.

Hi Camila 💜
You have 15 days left to use your 10,000 points. Find the new coats from the denim line (the one you like best) at Alto Palermo (the closest store) or order them online with free shipping ✨

Go to the storeStop promotions

Each piece of data comes from the unified profile

“Camila”—her real name, not “Dear Customer”

“15 Days”Actual expiration datefor your 47 Club points

“10,000 points” Balancesynchronized with the program

“Denim Line”—Categorywith the highest repurchase rate (product affinity)

“Alto Palermo” — The storeclosest to your home (geolocation + POS)

“Free Shipping”—An incentivetriggered by a high risk of cart abandonment

The challenge: getting them to speak up

2,2x

Having data is useless if it doesn't connect with other data. 47 Street went from having no insight into its customers' real lives to seeing the full picture, and that increased the repeat business from its best customers by a factor of 2.2.

Because, in the end, what sparks conversation isn't having more information. It's knowing how to use it.

Success stories