About Client
Hanna Andersson is a children’s apparel brand with a more than forty-year legacy built on quality, trust, and long-term relationships with families. Its loyalty program, Hanna Rewards, exceeds one million members and accounts for the majority of total revenue. This loyalty-led business model makes customer engagement not a supporting function, but a core operating system that directly influences retention, repeat purchasing, and lifetime value across generations of customers.
The Challenge
Hanna Andersson faced a CDP challenge: customer data was fragmented and siloed, making it difficult to build a unified customer profile or trigger coherent lifecycle communications. Without a single source of truth, behavioral segmentation was constrained, personalization was limited, and automation logic could not support shoppers across the full lifecycle. As the business continued to grow, Hanna saw an opportunity to create a more connected customer experience through improved data unification.
Solution Architecture
Datmos led the structured migration of Hanna Andersson's trigger programs into Bloomreach Engagement, bringing implementation discipline and platform depth as Certified Bloomreach Platinum Partners. The work went beyond a technical lift-and-shift. Each trigger was audited, rebuilt, and enriched to meet current lifecycle standards, covering welcome flows, post-purchase sequences, and retention programs across the full customer journey. Datmos defined audience logic, and testing gates to ensure every trigger was production-ready and built to scale. An embedded collaboration model kept strategy and execution aligned throughout, turning the migration into a foundation for stronger loyalty and lifecycle programs.
