Global footwear and apparel company Asics is growing its personalization capabilities, tapping into unified, privacy-compliant customer data to increase custom multi-channel touch points across the customer journey. 
Through these efforts, which leverage technology from Blueconic, the company will be able to efficiently scale robust, multi-dimensional segments while reducing risk related to consumer data. It plans to focus on increasing engagement and loyalty across its mobile app and brands, channels, and regions. 
By using this data, Asics plans to obtain a clearer picture of its consumers’ individual interests, behaviors, and consent preferences.
Melissa Reed, senior product manager of customer data at Asics Digital, said the company opted for a personalization platform that would be able to support its various use cases across brands and regions, offering everything from data cleanup to identity resolution and compliance. 
Last year, the company invested in its CRM to deliver elevated content experiences via a more streamlined platform. 
Asics operates across the Americas, Europe, the Middle East, Asia, and Oceania, offering products in the following categories: apparel, shoes, equipment, and accessories for men, women, and children. 
The company acquired fitness app RunKeeper in 2016 to leverage its capability as a one-on-one marketing channel. 
Personalization to bolster loyalty isn’t a new approach, but increasingly, consumer goods companies are looking to expand their efforts by tapping into artificial intelligence. 
Tapestry and Marks & Spencer, for example, are using an AI-powered bank of language and automated decision-making that creates ideal language during cart and checkout pages to push consumers further down the funnel and close more business.
Additionally, Williams-Sonoma recently invested in AI-powered personalization that increases visibility into consumer behaviors and delivers more targeted messaging. 
GNC is also hopping on the trend, investing in data-driven predictive analytics to increase personalization across its membership base, targeting individual trends through product recommendations and subscriber management with Alexa and SMS.

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