Blackberrys to realise personalised consumer experiences with Capillary Technologies

Consumer business solution provider, Capillary Technologies, has announced a strategic partnership with leading menswear and apparel brand, Blackberrys.

The partnership is said to help Blackberrys get a deep understanding of their consumers, to enable personalised 1:1 engagements while rewarding and retaining their consumer base across more than 200 of their exclusive stores in India.

Blackberrys has been synonymous with menswear in the country. Just as the brand strives to offer the right fit in clothing, they also wanted the consumer experiences to be the right fit for each of their individual consumers.

"As part of partnering our consumers in their journey to success, we are expanding our portfolio of wardrobe solutions and expanding our reach also, to inch closer to our consumers. It is a very exciting and interesting juncture for the brand at the moment and we are delighted to enrich our consumer propositions with the in-depth know-how and service expertise of Capillary Technologies," said VP - Brand Experience, Blackberrys India, Ramesh Kaushik.

"We strongly believe that the platform's proven track-record in consumer lifecycle management and technological innovations with experiential attributes will generate favorable results for all the stakeholders and help reinforce the Blackberrys brand as extremely identifiable and preferred choice with our consumers," added Kaushik.

With Capillary, Blackberrys will receive an offline single view of consumers with deep understanding and insights into consumer behaviour, product preferences, demographics and consumer journeys. Through the insights gathered from the data, Blackberrys would also be able to enable intelligent consumer engagements, delivering the right messaging, at the right time, through the right channel to the right customer.

Capillary will be working closely with Blackberrys' in-house brand experience team to power these solutions to success, extending their retail and consumer business domain knowledge to the in-store experiential attributes of Blackberrys India.

"Consumers these days, take for granted that businesses will understand their needs. The need of the hour is to generate relevant engagement across the right channels, leveraged by Blackberrys's strong understanding of consumer preferences," said COO, Capillary Technologies, Ganesh Lakshminarayanan.

"Our partnership with Blackberrys aims to meet the experiential demands of their customers by enriching, pre-purchase, in-store and post-purchase experiences and engagement. Effectively engaging consumers through their purchase lifecycles will help create lasting consumer relationships for Blackberrys India," he added.