How a leading footwear conglomerate utilizes the Cordial platform to uplevel their data strategies.
Brand-affinity triggers launched
Increase in number of automation emails being triggered
lift in number of personalization campaigns within batch email sends
Founded in 1904, Mason Companies is one of the largest footwear catalogs in the world, with five ventures: ShoeMall, Stoneberry, Masseys, Mason Easy-Pay, Maryland Square.
Despite their brand success, Mason Companies faced significant challenges with their outdated email platform. The legacy system severely limited their segmentation and personalization capabilities, hampering growth potential. Coupled with a lack of support and long processing cycles, Mason Companies realized they needed transformative change. After an exhaustive search spanning small, boutique-style vendors, to legacy platforms, to next gen providers, Mason Companies chose Cordial as the right fit for a long-term partnership. This decision promised to revolutionize their digital marketing strategy across their diverse family of brands.
Seamless enterprise migration
Cordial quickly mobilized to meet Mason Companies’ critical timeline. Cordial’s client experience team executed a seamless “lift and shift” of all Mason Companies’ email programs, simultaneously migrating over two years of rich customer engagement data from their legacy ESP. This complex data transformation, expertly handled by Cordial’s team, positioned Mason Companies for future success. Concluding the enterprise migration with a powerhouse program of 700 audiences and 350 automations, Mason Companies sends 50-60 unique campaigns a week, all with different creative and copy.
Cordial’s expertise further transformed Mason Companies’ messaging programs with the addition of an SMS channel. Equipped with Cordial’s suite of tools, including web forms, lightboxes, and email opt-in, Mason Companies rapidly expanded their SMS subscriber list with a minimal internal IT lift. Now, Mason Companies is on track for a $1 million sales boost from their Cordial-powered SMS program alone.
Jennifer Wennerberg, Director of Email and Retention Marketing at Mason Companies
in 60 days
Integrated personalization
Mason Companies uses Cordial’s customer data platform to create hyper-personalized email campaigns. By adding dynamic and relevant product recommendations into transactional emails, they can now understand the unique purchasing cycle for each customer. These insights, coupled with a team focus on A/B testing within the Cordial platform, allows Mason Companies to increase email campaign efficiency and optimal personalization levels throughout their campaigns.
Mason Companies’ innovative credit program, offering flexible payment options, leverages Cordial’s technology to personalize messages based on a customer’s credit journey, including payment history, available credit, credit limit, and past purchase behavior. This consumer behavior data fuels sophisticated, cross-channel personalization strategies, dramatically enhancing the relevance and impact of Mason Companies’ campaigns.
Data and integrations
Cordial’s data transformation and modeling tools help Mason Companies unify data from multiple sources, transform it within a single platform, and then create custom machine-learning models to automate new customer campaigns. Mason Companies’ marketing team is empowered to ingest data from different channels and sources, manipulate and restructure the data, and leverage key customer data like subscription, products, etc. in marketing campaigns. All of this data can be leveraged to ensure the right contacts receive the right emails and product recommendations—at the right time.
Cordial’s flexible architecture (the scaffolding for the data transformations mentioned above) has been critical for Mason Companies’ direct integration requirements. By leveraging Cordial’s powerful audience segmentation capabilities, Mason Companies now precisely targets their paid media channels with incredible accuracy. Beyond audience optimization, Cordial’s technology and expertise helped resolve complex CDP challenges, an important step in Mason Companies’ digital transformation.
Jennifer Wennerberg, Director of Email and Retention Marketing, Mason Companies
Partnership
While Cordial’s data platform and messaging capabilities have been a key driver in Mason Companies’ digital transformation, the partnership extends far beyond technology. For years, Cordial has played a crucial role in shaping Mason’s strategic marketing direction through collaborative planning and ongoing support.
Jodi Bresina, Sr Director of E-commerce, Mason Companies
Regular strategic reviews and recommendations from Cordial have been the cornerstone of this partnership. These sessions involve diving deep into Mason Companies’ data, helping their marketing team uncover insights and opportunities they might have otherwise missed. Together, Cordial and Mason Companies work directly together to:
By combining Cordial’s technology with a white glove service approach, Mason Companies has transformed their customer engagement strategies and made a significant impact on their bottom line.
Mason Companies has achieved incredible outcomes by partnering with Cordial:
With a strong partnership in place, the Mason Companies and Cordial teams are focused on continually building strategic roadmaps and solving business problems together. With comfort and trust in the Cordial platform and experts, Mason Companies plans to expand their automations strategy, increase the number of customer journeys across their brands, and combine email and SMS into one seamless customer journey. Additionally, Mason Companies plans to explore using Cordial’s advanced segmentation to fuel direct mail channels, such as catalog mailings. These initiatives will continue to propel Mason Companies’ omnichannel strategy, positioning them at the forefront of customer-centric, data-driven marketing.