DATA AND PERSONALIZATION POWERS 60% JUMP IN SITE REVISIT

Background:  

Traditional marketing tactics were losing their punch - customers had shifted their research and shopping online, causing print response rates to slide. While we had smart customer segmentation for print and email, our digital campaigns weren't speaking the same language. The result? Fragmented messaging and wasted marketing dollars. We needed to bridge our rich customer data with digital channels.

Challenge: Leverage our proven customer segmentation from our print vehicles in digital channels to deliver personalized marketing at scale.

Solution: Created an integrated digital marketing engine that delivered personalized messages to the right customer at the right time

• Blended real-time web behavior with customer data to power targeted display ads

• Built rich customer profiles from 4 years of cross-channel purchase history

• Extended reach to new prospects by matching customer data with third-party cookies

• Leveraged “CDP light” capabilities to connect omnichannel data in near real time

Results:

• Remarketing visits jumped 60% year-over-year

• Achieved 1.5% incremental conversion lift

• Aligned display messaging with CRM for all customer segments

• Delivered localized store ads at a fraction of print, ROP, and circular costs