A solid customer experience strategy is based on customer data. But the strategy for clothing and home décor company Anthropologie also includes creativity.

Chief Marketing Officer Elizabeth Preis says creativity is the heart and soul of Anthropologie. And while data is often historical and focuses on what happened in the past, a creative focus drives inspiration and interest to the future.

That's not to say that customer data isn't also vital. Preis says data helps the company choose the direction to take and what to prioritize, especially when it comes to tracking data trends. Preis and her team are constantly looking at metrics like NPS and customer and product data to see what is trending up or down.

The company's goal is to be inspired by data and use it to fuel its creative strategy that has become a hallmark of the brand.

Data helps the brand better understand its customers and the industry, including what resonates with customers, how they connect with the brand and what they are looking for. Those metrics guide the products to pursue and the channels to prioritize.

From there, Anthropologie builds out its creative efforts, both in store and online. The physical stores are known for their stunning window displays, carefully curated items and experiential focus, even down to the candles that are burning.

Preis says the store wants everyone to feel comfortable in their homes and themselves. Anthropologie's unique collection of products, ranging from jewelry to large furniture, lets customers be true to their creative selves and celebrate their uniqueness. The creative efforts aim to connect with moments that matter for customers, including milestones like weddings and first homes, as well as smaller magical moments like Sunday brunch or smaller celebrations.

Data is the foundation, and creativity builds unique and memorable experiences. Both are crucial in building a brand that connects with customers and celebrates uniqueness.

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Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. For regular updates on customer experience, sign up for her weekly newsletter here. Join the new Customer Experience Community here.