In episode 210 of Total Retail Talks, Executive Editor Joe Keenan interviews Daren Hull, chief customer officer of Vera Bradley, a women's quilted luggage, backpack, and accessories retailer. Listen in as Hull discusses why Vera Bradley has recently invested in a customer data platform (CDP), his goals to democratize access and utilization of customer data throughout the company, and how the brand is working to personalize customers’ shopping experiences. In addition, Hull shares some of the insights derived from Vera Bradley's customer data, as well as a few examples how the brand is using data to influence its decision making, including in-store merchandising. Creating seamless customer experiences across multiple channels is challenging, and Hull discusses how unifying silos both in data and within the organizational chart are two of the biggest roadblocks facing retailers today. He also shares the benefits Vera Bradley has realized by using a CDP, and how the brand is continuing to evolve and improve its customer experience through personalization, customer loyalty, and marketing efforts. This episode was recorded live at CRMC 2019 in Chicago.
Daren Hull joined Vera Bradley in July 2018 in the newly created role of chief customer officer, with responsibility for all sales channels and marketing. Hull has a broad background in customer experience, customer insights, customer analytics, marketing, social media, merchandising, technology, operations, strategy, and leadership. Prior to joining Vera Bradley, he served as senior vice president of technology, stores, and West Elm digital for Williams-Sonoma, where he was responsible for evolving and elevating the in-store and online customer experience and related technology at the $5 billion retailer. His prior experience includes general manager of MyHabit at Amazon.com, COO at Outdoor Voices, and vice president of luxury direct at L’Oréal USA.