Caruso · 2020 to 2023
Luxury Retail CRM, Loyalty & Dynamic Pricing
Personalization for customers who are nowhere near a screen: capturing offline luxury-retail behavior and using it to decide who to reach, when, and with what.
Role · Director of Data & Analytics.
The problem
Physical luxury retail generates its most valuable signal in person and captures almost none of it. Without that signal, loyalty programs reward transactions instead of relationships, and pricing optimizes the next sale instead of the next decade.
Approach
- 01
Led product strategy for CRM and loyalty across the portfolio, turning in-person interactions into structured, addressable data.
- 02
Built segmentation and lifecycle logic that determined the audience, timing, and content of outbound offers.
- 03
Partnered with executive leadership on dynamic-pricing models explicitly optimized for lifetime value rather than immediate margin.
Outcome
CRM, loyalty, and pricing strategy adopted across a luxury retail portfolio.