Fashion retailer creates 360 data platform and boosts profitability

To support their expansion and data-driven goals, the Veronica Beard team needed to build a sophisticated data platform from scratch. This required a forward-thinking investment in the modern data stack. Their ambition was to establish a scalable data infrastructure foundation, consolidate data sources for a unified view of their customers’ journeys, and empower business teams with reliable insights for data-driven decision making.

In close partnership with Veronica Beard and Hightouch, Hiflylabs architected a state-of-the-art data solution. The robust data model ensured a seamlessly executed POS system migration, with no disruption to the activation layer or customer experience, while paving the way for advanced clienteling solutions.

While Hightouch provided reverse ETL and event tracking on the online storefront, connecting the data platform to marketing channels (social, email, phone, ads), Hiflylabs developed the critical component: a custom identity resolution model. This model consolidates and maps customer interactions from all sources into a single, cohesive customer profile. This unified view became the engine for advanced personalization. Now, the marketing team can easily create granular audience segments and activate targeted campaigns on any of their channels in minutes. Establishing this composable platform gave the Veronica Beard team full ownership of their data.

To ensure long-term health and efficiency, Hiflylabs continuously implements best practices for infrastructure cost optimization. One such addition serves to speed up processes and reduce senior time required, in the form of a self-healing workflow for data pipelines. The solution is an agentic system, where LLMs investigate failures on scheduled jobs, and suggest solutions based on an internal knowledge base. All the team needs to do is review the PR, or act on an already prepared report.

On top of this, Metaplane is used for data quality monitoring and CI testing. The result is a highly productive system where a small team can achieve a massive impact, able to trust the data they base their decisions on.