Blockchain Analytics for Fashion Marketing: A Conceptual Framework and Demo for Measuring Consumer Touchpoints on the Fashion Blockchain

Abstract

Regulation, highly publicized data leaks, and growing consumer concerns about data privacy and ownership challenge fashion brand marketers’ ability to accurately measure and act on consumer touchpoints with fashion brands. This study conceptually proposes using blockchain technology as a promising solution to analyzing verified customer behavior. Blockchain data holds untapped potential for applications in marketing analytics as a valuable means for gaining insight into consumer behavior across a customer’s path to purchase. As consumers increasingly enter Web3 environments, understanding how to use blockchain data effectively in analyzing consumer behavior will prove essential for fashion brand marketers to create value for their customers and the brands they represent. This conceptual study explores how blockchain data can enhance the value fashion brand marketers add throughout the pre-purchase, purchase, and post-purchase phases by enabling a higher level of customer interaction, loyalty tracking, and better prediction of customer demand, all while respecting consumer privacy.