Retailers should use data science to create well-oiled operations, Finery London co-founder and COO Luca Marini told Drapers Operations Forum this morning.
Finery has put its data analytics platform at the centre of its operations, and all teams from buying to PR to warehousing feed information into it, Marini said.
“Ops is not warehousing, payments and customer care – it’s everything, and everything has to talk to each other. If we want to build our business to scale, it all has to be integrated,” he said.
Marini said “every bit of news” is logged into its analytics platform, including customer feedback and upcoming PR coverage. He said this data “gives people the tools to make decisions across the organisation”.
Third-party partners such as warehousing, deliveries and returns and payments should also proactively share data, Marini advised.
Marini revealed that Finery, which he launched in February 2015 with former Rocket Internet director Nickyl Raithatha and ex-Asos fashion director Caren Downie, will is enter overseas markets “soon”, but he did not reveal which.