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Episode summary:

Imagine walking into a store, stepping onto a scanner, and instantly unlocking a personalised journey that follows you from the shop floor to your phone and beyond. That’s the reality Vivobarefoot is building with its MyVivo CRM project - a bold step toward a seamless, omnichannel customer experience.

The MyVivo experience begins in-store, where customers are invited to take a foot scan. This isn’t just a novelty; it’s the foundation for a tailored relationship. The scan captures unique data, helping staff recommend the perfect fit and style. But the magic doesn’t stop there.

Once the scan is complete, MyVivo connects the dots across every touchpoint. Customers receive personalised recommendations and content through email, the Vivobarefoot app, and even in future store visits. The system remembers preferences, past purchases, and even foot health insights, ensuring every interaction—online or offline—feels connected and relevant.

What sets MyVivo apart is the commitment to true omnichannel engagement. Whether a customer shops online, visits a store, or interacts via mobile, their experience is consistent and informed by their unique profile. This not only builds loyalty but also empowers customers to make better choices for their feet and the planet.

Vivobarefoot’s MyVivo project is more than a CRM upgrade - it’s a reimagining of what customer experience can be. By starting with a simple foot scan and extending that data across every channel, Vivobarefoot is setting a new standard for personalized, omnichannel retail.

Tune in to listen to Amy Fullerton, Global Head of CRM, discuss how Vivobarefoot built the vision for MyVivo and the process they followed to start implementing this transformative service.

Key takeaways:

• Understanding customer behaviour is crucial for effective CRM.

• Vivobarefoot aims to encourage a barefoot lifestyle through education and community engagement.
• Data integration and system alignment are key challenges in CRM.
• Customer insights are gathered through biometric and behavioral data.
• The importance of making data actionable for customer engagement.

• The project is structured around four strategic pillars: product, health, community, and rewards.
• Future developments will include on-demand health content and personalised recommendations.

Chapters:

[00:00] Laying the Foundations for a Connected Future

[02:41] Understanding My Vivo: Mission and Goals

[07:47] Strategic Pillars of Customer Loyalty

[11:34] Structuring the Transformative CRM Project

[14:19] Tech Challenges in CRM Implementation

[19:53] Gathering and Utilizing Customer Insights

[25:36] Making Data Actionable for Customer Experience

[35:35] Future Vision: On-Demand Health Content