Tailoring Data Solutions at Superdry | Brad Woodward

Brad Woodward is the Business Intelligence Manager at Superdry. As one of the biggest fashion brands on the planet, we spoke about the data that Brad and the team work with at Superdry and how to navigate around the sheer quantity of it. 

We also spoke about how data is helping not only the eCommerce shop but also the brick & mortar experience too. These two areas of the business now cross-pollinate as they are now more able to collect important data from the physical store, and they get the most out of that information to create a seamless experience.

“Even going back as shortly as a few years ago, they were two separate entities. The way that things are going now it really important, It needs to be a seamless experience. Data has a really important part to play in that” 

Showtimes 

0:56 - What Superdry is, and Brad’s role within the business

2:25 - Do you treat a physical store and eCommerce as two totally separate entities? 

4:00 - Gathering data from in-store purchases

5:10 - The types of data Brad manages at Superdry 

7:00 - How the pandemic has affected what people purchase from Superdry 

9:30 - Are all decisions at Superdry driven by data?

14:30 - Is there a skill to finding the best answer in data?

22:00 - The balancing act of being a manager

23:00 - How lockdown has affected the tech team at Superdry 

27:30 - Wildcard question