How can marketing teams make the most of their data? Triumph International, a global lingerie brand and fashion industry innovator, strives to blend creativity, customer insights and digital precision to deliver better customer experiences and business growth. In recent years, Triumph has doubled down on using AI and analytics to realize the full potential of its data.

ZS has been a key partner in this transformation, helping Triumph shift from traditional marketing to a modern, data-driven approach. By integrating data from CRM systems, e-commerce platforms, marketing data and loyalty programs, ZS built a strong analytics foundation that powers strategies across customer touch points.

Here’s how ZS and Triumph are improving customer acquisition and retention, optimizing marketing spend and enhancing customer experiences across regions.

By 2022, Triumph faced a challenge familiar to so many consumer brands: its customer data was scattered, underutilized and wasn’t always informing its decision-making. Despite operating in vibrant markets like Asia-Pacific (APAC) and Europe, the brand’s membership and marketing efforts lacked cohesion, segmentation and strategic focus.

“When we started working with ZS in 2022, our data was in different areas,” said Neil Lewis, VP of APAC marketing at Triumph. “We were trying to pull it all together, understand it, analyze it and then identify opportunities. We were doing the same communication to all the members across the market. There wasn’t much segmentation or a broader strategy.”

As for its loyalty marketing program, Triumph’s membership efforts were decentralized, with each country managing its campaigns independently. One team member would often juggle planning, execution and analysis, making it difficult to scale or pool knowledge. With loyalty program members spending 10%-12% more per transaction than nonmembers, Triumph knew it was sitting on untapped value. Lewis sought a partner who had the tools, process expertise and insights to unlock it.

“I recognized there were commercial opportunities in the data,” Lewis said. “But our team hadn’t been able to do a lot with it. We needed a partner who could help us look at the data and figure out where the value was.”

ZS recognized Personalize.AI, its AI-powered personalization platform, could help Triumph leverage its data to improve its loyalty marketing program and transform its personalized marketing efforts.

“The first step was to help Triumph build a centralized analytics foundation,” said Tarun Pandey, a principal at ZS. “We did this by integrating data from customer relationship management systems, e-commerce software, in-store point-of-sale records, loyalty programs and its marketing channels. This unified data backbone enabled Triumph to segment its audience and personalize outreach at scale.”

“We wanted to ensure this analytics foundation would be a modular framework, one that could scale globally while allowing for local customization to meet market-specific needs,” added Debasish Gupta, an associate principal at ZS.

The analytics program produced valuable insights about Triumph customers, including:

• Encouraging customers to redeem points increases revenues and boosts retention, as loyalty members purchase more items and spend more per transaction
• Realizing omnichannel customers are the most profitable, because they have a higher number of transactions and value per customer as compared to offline customers
• Discovering younger customers spend more per transaction while older customers buy more frequently

When it was time to apply these insights, ZS and Triumph adopted a test-and-learn mindset. One of their earliest successes came from targeting lapsed customers in four pilot markets. By using predictive analytics to identify lapse behavior and deploying personalized email and text message campaigns, Triumph saw immediate improvements in reactivation rates.

“We did some pretty basic lapsed campaigns, and they worked,” said Lewis. “It was helpful to get a quick win and show the organization the value of our data.”

Another high-impact initiative involved offering points boosters to customers who had accumulated loyalty points but hadn’t redeemed them. “We saw that when customers redeemed points, it was a trigger moment,” Lewis explained. “It helped them understand how our loyalty program worked and made them want to take advantage of it again.”

Personalize.AI also enabled personalized product recommendations by incorporating more than 10,000 unique combinations tailored to a customer’s size, style, fit and preference. From personalized subject lines to predictive timing of outreach, every aspect of the customer journey was optimized to maximize relevance and engagement.

One example: customers with a history of buying shapewear in neutral colors received a personalized email just before their expected repurchase window. The message would include curated product suggestions, a relevant discount and a subject line crafted to encourage the user to open the email.

Each tactic was rooted in real customer data and refined over time through ongoing A/B testing.

“Thanks to Personalize.AI and advanced analytics, we’re so much more strategic in our marketing efforts than we were a few years ago,” Lewis said. “We’re using data to make really robust business decisions.”

ZS deployed Personalize.AI to support Triumph’s loyalty program redesign. The shift centered around new tiers, a simplified point system and tailored benefits that increased incremental revenue. In Taiwan, for example, a data-driven promotional overhaul targeting low- to mid-spending customers delivered a 10% increase in sales.

Advanced analytics also paid big dividends to Triumph’s planning processes, as ZS helped the company use bottom-up modeling to forecast membership sales and conduct detailed market sizing to guide growth strategies. Personalize.AI-powered insights supported the launch of new product lines through lookalike audience targeting, while online channel segmentation enabled smarter acquisition, cross-sell and omnichannel engagement strategies.

The partnership between Triumph and ZS has resulted in tangible business outcomes and a fundamental shift in how Triumph engages its customers. Triumph achieved five key goals:

• Higher customer engagement: Personalized marketing campaigns are live in multiple markets. Triumph has seen significantly improved metrics around email opens, click-throughs and conversions.
• Increased repeat purchases: Lapsed customers are returning in greater numbers, and predictive analytics now help preempt lapses before they occur.
• Loyalty program growth: Program redesigns, point redemption strategies and segmentation have boosted participation, retention and value per customer.
• Smarter promotions: In Taiwan, for example, a data-driven promotional revamp targeting “bulk-only” shoppers led to double-digit sales growth in lower-spending segments.
• A test-and-learn culture: Today, Triumph is running A/B tests to optimize everything from campaign timing to product bundling, helping local teams make smarter decisions quickly.

The journey isn’t over, of course, with Lewis saying the next step is to improve automation and web personalization. But he’s proud that his team’s work with ZS and Personalize.AI have positioned Triumph for sustained success with a data-first culture.

Looking ahead, Lewis envisions ZS and Triumph collaborating to tackle the company’s most complex challenges.

“ZS is more than just a service provider,” he said. “They’re a strategic partner for us in terms of planning campaigns and helping us with the analytics to make better business decisions. They help us grow.”