{"id":496476,"date":"2022-11-21T14:27:18","date_gmt":"2022-11-21T13:27:18","guid":{"rendered":"https:\/\/www.devoteam.com\/success-story\/how-hunkemoller-optimises-its-retail-business-with-a-data-transformation\/"},"modified":"2025-10-13T15:58:48","modified_gmt":"2025-10-13T13:58:48","slug":"how-hunkemoller-optimises-its-retail-business-with-a-data-transformation","status":"publish","type":"success-story","link":"https:\/\/devoteam.info\/uk\/success-story\/how-hunkemoller-optimises-its-retail-business-with-a-data-transformation\/","title":{"rendered":"How Hunkem\u00f6ller optimises its retail business with a data transformation"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\" id=\"h-about-the-customer\"><strong>About the customer<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image alignleft size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/devoteam.info\/wp-content\/uploads\/2024\/09\/hunkemoller-image.jpg\" alt=\"\" class=\"wp-image-81480\" style=\"width:333px;height:222px\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Meet Hunkem\u00f6ller, a leading lingerie brand with a mission to continually listen, learn, inspire, and innovate through collaboration and community. Operating with over 7000 employees and 900 stores in 12 countries, they are the market leader in Germany, Netherlands, and Belgium, and fast-growing in other countries to become the number one.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hunkem\u00f6ller&#8217;s successful omnichannel strategy makes them a big online player, while their wholesale and concession partners help them grow globally. They&#8217;re known for their design-led approach and strong customer engagement, with 75% of their customers being members.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-challenge\"><strong>The Challenge<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Before embarking on their data transformation journey, Hunkem\u00f6ller faced several challenges.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>First, they missed extensive <strong>in-house expertise<\/strong> to build and maintain a modern data stack, leading them to rely on external partners, which added to the project&#8217;s cost and complexity.&nbsp;<\/li>\n\n\n\n<li>Secondly, Hunkem\u00f6ller&#8217;s existing <strong>on-prem data architecture<\/strong> was based on systems that were not scalable or agile enough to support their rapidly growing business in the dynamic retail marketplace. Recognising the limitations of their infrastructure, Hunkem\u00f6ller had to take on the task of completely overhauling their data infrastructure.<\/li>\n\n\n\n<li>Operating as a fast fashion enterprise, <strong>Hunkem\u00f6ller faced challenges in expanding its data capacity<\/strong> to extract meaningful insights. Additionally, Hunkem\u00f6ller had siloed data. The challenges became clear when they tried to work with large collections of data, like having information on all the customers and all transactions. The <strong>existing on-premise systems couldn\u2019t provide what was needed<\/strong>, leaving Hunkem\u00f6ller without a big data analytics solution.&nbsp;<\/li>\n\n\n\n<li><strong>Hunkem\u00f6ller couldn&#8217;t use Machine Learning or Artificial Intelligence with their current setup<\/strong>. This was causing them problems because they wanted to make forecasts for things like buying trends and price changes. To make this happen, they needed to set up the right system, including having models that could do these calculations.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-goal-nbsp\"><strong>The Goal&nbsp;<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Staying cutting-edge and scalable is crucial for Hunkem\u00f6ller\u2019s fast fashion business. Hunkem\u00f6ller&#8217;s goal was to create a modern data stack that would enhance their agility, scalability, data quality, and governance. They aimed to leverage data to provide personalised recommendations to customers, track the effectiveness of marketing campaigns, and improve operational efficiency.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-solution\"><strong>The Solution<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">To address Hunkem\u00f6ller&#8217;s challenges and achieve their goals, Hunkem\u00f6ller partnered with Devoteam G Cloud and <a href=\"https:\/\/gcloud.devoteam.com\/products\/google-cloud-platform\/\">Google Cloud<\/a> to implement a modern data stack.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This included an ingestion layer, a data warehouse and data marts, allowing Hunkem\u00f6ller to store and process vast amounts of data efficiently.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The cloud-based solution implemented by Devoteam G Cloud ensured accelerated time-to-value, giving Hunkem\u00f6ller the ability to deploy new data applications rapidly. The market-leading architecture used by Devoteam G Cloud guaranteed scalability, security, and reliability, providing a best-in-class data stack. This solution enabled Hunkem\u00f6ller to keep up with its fast-fashion business, adapt to market changes, and meet customer needs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-methodology\"><strong>The Methodology<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The successful implementation followed Devoteam G Cloud and Google Cloud&#8217;s methodology for building a scalable and agile modern data stack.&nbsp;<\/p>\n\n\n\n\t<div class=\"align wp-block-acf-quote\">\n\n\t\n\t<figure class=\"text-center\"><blockquote class=\"blockquote\"><svg width=\"49\" height=\"38\" viewBox=\"0 0 49 38\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M42.875 0C44.4995 0 46.0574 0.652728 47.206 1.81459C48.3547 2.97645 49 4.55228 49 6.1954V15.4885C49 17.1316 48.3547 18.7075 47.206 19.8693C46.0574 21.0312 44.4995 21.6839 42.875 21.6839H33.6875C33.6875 24.1486 34.6555 26.5123 36.3785 28.2551C38.1014 29.9979 40.4383 30.977 42.875 30.977H45.9375C46.7497 30.977 47.5287 31.3034 48.103 31.8843C48.6773 32.4652 49 33.2532 49 34.0747C49 34.8963 48.6773 35.6842 48.103 36.2651C47.5287 36.8461 46.7497 37.1724 45.9375 37.1724H42.875C38.8139 37.1724 34.9191 35.5406 32.0474 32.6359C29.1758 29.7313 27.5625 25.7917 27.5625 21.6839V6.1954C27.5625 4.55228 28.2078 2.97645 29.3565 1.81459C30.5051 0.652728 32.063 0 33.6875 0H42.875ZM15.3125 0C16.937 0 18.4949 0.652728 19.6435 1.81459C20.7922 2.97645 21.4375 4.55228 21.4375 6.1954V15.4885C21.4375 17.1316 20.7922 18.7075 19.6435 19.8693C18.4949 21.0312 16.937 21.6839 15.3125 21.6839H6.125C6.125 24.1486 7.09296 26.5123 8.81596 28.2551C10.5389 29.9979 12.8758 30.977 15.3125 30.977H18.375C19.1872 30.977 19.9662 31.3034 20.5405 31.8843C21.1148 32.4652 21.4375 33.2532 21.4375 34.0747C21.4375 34.8963 21.1148 35.6842 20.5405 36.2651C19.9662 36.8461 19.1872 37.1724 18.375 37.1724H15.3125C11.2514 37.1724 7.35658 35.5406 4.48493 32.6359C1.61328 29.7313 0 25.7917 0 21.6839V6.1954C0 4.55228 0.645313 2.97645 1.79397 1.81459C2.94263 0.652728 4.50055 0 6.125 0H15.3125Z\" fill=\"#3C3C3A\"\/>\n<\/svg><p>Devoteam G Cloud brought added value by ensuring that Hunkem\u00f6ller was able to maintain and grow within the platform that was built by Devoteam. They achieved this by making sure that everything built was documented and that internal users were trained.<\/p><\/blockquote><figcaption class=\"blockquote-footer\">\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-8d39b2df wp-block-group-is-layout-flex\">\n<div class=\"wp-block-group is-vertical is-layout-flex wp-container-core-group-is-layout-6fa7971b wp-block-group-is-layout-flex\">\n\t<p class=\"has-medium-font-size wp-block-paragraph\" style=\"font-style:normal;font-weight:500\">Dwan Thompson<\/p>\n\t\n\t<p class=\"wp-block-paragraph\">Manager of Business Intelligence at Hunkem\u00f6ller<\/p>\n\t<\/div>\n<\/div>\n<\/figcaption><\/figure>\n\t\n\t<\/div>\n\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Assessment and Planning:<\/strong> Devoteam G Cloud and Google Cloud experts collaborated closely with Hunkem\u00f6ller&#8217;s BI team to understand the company&#8217;s current challenges and desired outcomes. Together, they created a tailored plan for the <strong>data transformation journey.<\/strong><\/li>\n\n\n\n<li><strong>Technology Selection<\/strong>: After analysing Hunkem\u00f6ller&#8217;s requirements, Devoteam G Cloud recommended Google Cloud&#8217;s <a href=\"https:\/\/gcloud.devoteam.com\/products\/bigquery\/\" target=\"_blank\" rel=\"noreferrer noopener\">BigQuery<\/a>, <a href=\"https:\/\/gcloud.devoteam.com\/products\/looker\/\" target=\"_blank\" rel=\"noreferrer noopener\">Looker<\/a> Studio, Dataflow, Dataplex, Datastream, and <a href=\"https:\/\/gcloud.devoteam.com\/products\/google-cloud-accelerators\/accelerator-vertex-ai\/\">Vertex AI<\/a> as the ideal technology suite to build the modern data stack. These cutting-edge solutions were chosen for their scalability, flexibility, and ability to handle large volumes of data efficiently.<\/li>\n\n\n\n<li><strong>Data Migration and Integration<\/strong>: The next step involved the creation of a new cloud-based data platform for Hunkem\u00f6ller. It contained ingestion, a data warehouse, and data marts. The operation also included integrating data from the existing platform into the new one. Additionally, they integrated third-party data into the data stack to gain deeper insights into customer interests. They integrated Google Trends data to understand product trends and customer behaviour. Additionally, they included weather information to assess its influence on sales.<\/li>\n\n\n\n<li><strong>Machine Learning Implementation:<\/strong> To achieve advanced personalisation and recommendation capabilities, Devoteam G Cloud implemented machine learning models using Vertex AI. These models analysed customer behaviour, preferences, and purchase history to predict and deliver personalised product recommendations.&nbsp;<\/li>\n\n\n\n<li><strong>Governance and Security:<\/strong> Ensuring data governance and security was a top priority. Robust practices were established to safeguard customer data, fostering Hunkem\u00f6ller&#8217;s confidence that they are protected against threats. How? Hunkem\u00f6ller implemented Octa with single-sign-on (SSO) and 2-factor-authentication. Devoteam then used Terraform to enable infrastructure-as-code-driven role assignment in GCP, ensuring utmost security. The great thing for Hunkem\u00f6ller? They&#8217;re still holding the keys. They can easily audit access, and add or withdraw access rights &amp; make sure only the right users have access to the appropriate data. Devoteam just built the infrastructure to allow them to do that.&nbsp;<\/li>\n\n\n\n<li><strong>Training and Support<\/strong>: Throughout the implementation process, Devoteam G Cloud provided training and support to Hunkem\u00f6ller&#8217;s teams. This enabled them to leverage the full potential of the modern data stack and effectively use the tools for their daily operations. Devoteam is really great at using Hunkem\u00f6ller\u2019s internal Jira board and documenting everything in our own Confluence pages. It gave Hunkem\u00f6ller ownership over the development assets and our developers could take over whenever they wanted. Devoteam also facilitated a set-up that integrated DBT, enabling Hunkem\u00f6ller\u2019s development team to work autonomously and leverage the advanced data stack put in place.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The Result<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The implementation of the modern data stack empowered Hunkem\u00f6ller with a data-driven advantage that transformed their business in various ways:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Built a foundation for future growth<\/strong>: The modern data stack built by Devoteam G Cloud and Google Cloud laid a solid foundation for Hunkem\u00f6ller&#8217;s future growth and innovation. The scalable and agile architecture allowed them to continuously expand their data capabilities, staying ahead of the competition.<\/li>\n\n\n\n<li><strong>Improved customer segmentation and personalisation led to optimised marketing campaigns<\/strong>: by leveraging Google Cloud&#8217;s Data Plex and Vertex AI, Hunkem\u00f6ller gained the ability to segment customers more effectively and personalise their shopping experience. Machine learning models analysed vast amounts of customer data to predict individual preferences, enabling the marketing team to create personalised marketing campaigns, reaching the right customers with the right message at the right time. The result? Targeted marketing campaigns, higher customer satisfaction and improved customer retention.&nbsp;<\/li>\n\n\n\n<li><strong>Making it easier to find products with increased accuracy of image classification: <\/strong>With the help of Vertex AI&#8217;s advanced machine learning capabilities, Hunkem\u00f6ller was able to significantly reduce how many images were considered as \u201cinappropriate content\u201d by Google Ads, by pre-classifying them using Vertex AI.&nbsp; This improvement enabled them to showcase products more effectively in Google Ads, ensuring customers found what they were looking for with ease.<\/li>\n\n\n\n<li><strong>Real-time insights in stores:<\/strong> Hunkem\u00f6ller is working on rolling out real-time insights at their physical stores, using Google Cloud&#8217;s Looker platform. Store managers will soon be able to make data-driven decisions about inventory levels, staffing, and customer service, optimising the in-store experience.<\/li>\n\n\n\n<li><strong>Enhanced operational efficiency:<\/strong> The implementation of the modern data stack streamlined various operational processes, reducing manual efforts and improving overall efficiency. Data analytics facilitated better decision-making across marketing, sales, and inventory management.<\/li>\n<\/ul>\n\n\n\n\t<div class=\"align wp-block-acf-quote\">\n\n\t\n\t<figure class=\"text-center\"><blockquote class=\"blockquote\"><svg width=\"49\" height=\"38\" viewBox=\"0 0 49 38\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M42.875 0C44.4995 0 46.0574 0.652728 47.206 1.81459C48.3547 2.97645 49 4.55228 49 6.1954V15.4885C49 17.1316 48.3547 18.7075 47.206 19.8693C46.0574 21.0312 44.4995 21.6839 42.875 21.6839H33.6875C33.6875 24.1486 34.6555 26.5123 36.3785 28.2551C38.1014 29.9979 40.4383 30.977 42.875 30.977H45.9375C46.7497 30.977 47.5287 31.3034 48.103 31.8843C48.6773 32.4652 49 33.2532 49 34.0747C49 34.8963 48.6773 35.6842 48.103 36.2651C47.5287 36.8461 46.7497 37.1724 45.9375 37.1724H42.875C38.8139 37.1724 34.9191 35.5406 32.0474 32.6359C29.1758 29.7313 27.5625 25.7917 27.5625 21.6839V6.1954C27.5625 4.55228 28.2078 2.97645 29.3565 1.81459C30.5051 0.652728 32.063 0 33.6875 0H42.875ZM15.3125 0C16.937 0 18.4949 0.652728 19.6435 1.81459C20.7922 2.97645 21.4375 4.55228 21.4375 6.1954V15.4885C21.4375 17.1316 20.7922 18.7075 19.6435 19.8693C18.4949 21.0312 16.937 21.6839 15.3125 21.6839H6.125C6.125 24.1486 7.09296 26.5123 8.81596 28.2551C10.5389 29.9979 12.8758 30.977 15.3125 30.977H18.375C19.1872 30.977 19.9662 31.3034 20.5405 31.8843C21.1148 32.4652 21.4375 33.2532 21.4375 34.0747C21.4375 34.8963 21.1148 35.6842 20.5405 36.2651C19.9662 36.8461 19.1872 37.1724 18.375 37.1724H15.3125C11.2514 37.1724 7.35658 35.5406 4.48493 32.6359C1.61328 29.7313 0 25.7917 0 21.6839V6.1954C0 4.55228 0.645313 2.97645 1.79397 1.81459C2.94263 0.652728 4.50055 0 6.125 0H15.3125Z\" fill=\"#3C3C3A\"\/>\n<\/svg><p>Working with Devoteam really made me feel that the success of the project was a shared success. We were all working towards the same goal. They wanted us to succeed in delivering solutions that match our needs, not just stick to the first solution we agreed on. <\/p><\/blockquote><figcaption class=\"blockquote-footer\">\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-8d39b2df wp-block-group-is-layout-flex\">\n<div class=\"wp-block-group is-vertical is-layout-flex wp-container-core-group-is-layout-6fa7971b wp-block-group-is-layout-flex\">\n\t<p class=\"has-medium-font-size wp-block-paragraph\" style=\"font-style:normal;font-weight:500\">Dwan Thompson<\/p>\n\t\n\t<p class=\"wp-block-paragraph\">Manager of Business Intelligence at Hunkem\u00f6ller<\/p>\n\t<\/div>\n<\/div>\n<\/figcaption><\/figure>\n\t\n\t<\/div>\n\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-conclusion\"><strong>Conclusion<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In conclusion, the partnership between Hunkem\u00f6ller, Devoteam G Cloud, and Google Cloud revolutionised how Hunkem\u00f6ller leverages data to make strategic decisions, deliver personalised experiences, and drive business growth.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hunkem\u00f6ller&#8217;s investment in a modern data stack built a solid foundation for future growth. This transformative data journey strengthened Hunkem\u00f6ller&#8217;s position as a market leader and innovator in the retail industry. With the modern data stack in place, the company gained a better understanding of its customer needs, enabling the creation of insights for management, marketing, stores and operational teams. The data-driven approach improved decision-making across various business aspects, resulting in increased agility and operational efficiency.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But this was not the end of the Devoteam&#8217;s and Hunkem\u00f6ller&#8217;s story! After successfully building a cutting-edge data platform, the ambitious lingerie brand decided to use Devoteam&#8217;s managed services for their data platform. <a href=\"\/\/devoteam.info\/success-story\/managed-services-for-retail-hunkemoller-found-the-perfect-fit\/\">Read the success story<\/a> and find out how they freed up their resources to focus o their strengths.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-cover alignfull is-style-blur-image is-style-blur-image-less\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-right:0;padding-bottom:0;padding-left:0\"><img decoding=\"async\" class=\"wp-block-cover__image-background\" alt=\"\" src=\"https:\/\/devoteam.info\/wp-content\/themes\/lsac-devoteam\/patterns\/images\/photo-2.webp\" data-object-fit=\"cover\"\/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-black-background-color has-background-dim-70 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container is-layout-flow wp-block-cover-is-layout-flow\">\n<div class=\"wp-block-group alignfull has-base-color has-text-color has-global-padding is-layout-constrained wp-container-core-group-is-layout-46b67d08 wp-block-group-is-layout-constrained\" style=\"margin-top:0px;margin-bottom:0px;padding-top:var(--wp--preset--spacing--xxx-large);padding-right:var(--wp--preset--spacing--medium);padding-bottom:var(--wp--preset--spacing--xxx-large);padding-left:var(--wp--preset--spacing--medium)\">\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-b56e0895 wp-block-group-is-layout-constrained\">\n<h1 class=\"wp-block-heading has-text-align-center has-secondary-font-family\" style=\"font-size:clamp(2.2rem, 2.2rem + ((1vw - 0.2rem) * 2.483), 4rem);\">Your success starts here<\/h1>\n<\/div>\n\n\n\n<p class=\"has-text-align-center has-main-accent-color has-text-color wp-block-paragraph\">What\u2019s your Google Cloud challenge?<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-2cc807e2 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/devoteam.info\/uk\/get-in-touch\/\" target=\"_blank\" rel=\"noreferrer noopener\">Get in touch <\/a><\/div>\n\n\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Discover how Hunkem\u00f6ller, a leading lingerie brand, partnered with Devoteam G Cloud and Google Cloud to overhaul their data infrastructure. The result? A modern data stack that helps their teams get enhanced customer segmentation, real-time insights, image classification accuracy, and streamlined operations. Explore Hunkem\u00f6ller&#8217;s inspiring data journey and learn how data can transform your business and keep you ahead of the competition.<\/p>\n","protected":false},"featured_media":0,"template":"","categories":[757,759],"tags":[1148],"industry":[1272],"class_list":["post-496476","success-story","type-success-story","status-publish","hentry","category-data","category-google-cloud","tag-uk-import-uk","industry-retail-uk"],"acf":[],"cards":"\n\t<div class=\"single-post-card\">\n\n\t\t\n\n\t\t\n\t\t<div class=\"wp-block-group is-vertical is-layout-flex wp-container-core-group-is-layout-43282307 wp-block-group-is-layout-flex\">\n\t<p style=\"font-style:normal;font-weight:700\" class=\"has-link-color wp-elements-1 wp-block-lp-post-type has-text-color has-primary-color has-small-font-size\">Success story<\/p>\n\n\t\t\n\t\t<h3 style=\"font-style:normal;font-weight:400\" class=\"wp-block-post-title has-base-font-size\"><a href=\"https:\/\/devoteam.info\/uk\/success-story\/how-hunkemoller-optimises-its-retail-business-with-a-data-transformation\/\" target=\"_self\" >How Hunkem\u00f6ller optimises its retail business with a data transformation<\/a><\/h3><\/div>\n\t\t\n\t<\/div>\n\n","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.4 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Hunkem\u00f6ller&#039;s Data-Driven Transformation with Devoteam<\/title>\n<meta name=\"description\" content=\"Lingerie leader Hunkem\u00f6ller partnered with Devoteam G Cloud and Google Cloud to build a modern data stack for faster insights, improved marketing, and real-time store decisions.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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