With all the uncertainties of reopening brick-and-mortar stores, many retailers are facing challenges around how to keep their customers abreast of reopening information and new protocols—especially as guidelines and regulations can change at a moment’s notice.
One of our longtime clients, Lucky Brand—an online and brick-and-mortar retailer—came to us with a goal of pivoting their marketing strategy to focus on reopening some of their U.S. stores. Lucky Brand’s marketing team desired a thoughtful email messaging strategy for reopening stores across the nation but needed the messaging to be relevant and hyper-personalized.
One big challenge: stores in New York might have some restrictions, while stores opening in California may have different state-set guidelines. These inconsistencies across states and even cities can be challenging with customers in every corner of the U.S.
“Our marketing manager would have had to deploy 37 emails separately and create 37 zip code radius lists,” Lilly Luong, Sr. Manager of Marketing Operations at Lucky Brand explained. “With 50 to 70 stores opening throughout June—this would have been so difficult for us to execute manually.”
So how did Lucky Brand use their store data (such as location, hours, and service) coupled with customer data (such as customer location and whether they’ve shopped at a local store) to send a personalized message with relevant information?
Simple! They imported data into supplemental tables. Let us explain…
Because the Cordial Data Platform is incredibly flexible, Lucky Brand was able to import the aforementioned unique data points into supplemental data tables, and then use those data points to segment and track customers. Using a custom Sculpt template, Podium deployed the right message to the right customer based on each of the supplemental data point entries.
For example, Lucky Brand’s marketing team wanted to focus on a segment of customers who had shopped at a store location in their area. Another segment: customers who had shopped online before, live within a 50-mile radius of a store location, but had never made it in-store.
To create these segments, we used Smarty scripting that allowed Lucky Brand to filter customers by store location and segment the data for reporting. “The launch of this template was a huge success because otherwise we would have had to do all this manually. Instead, we were able to deploy it under a single template,” adds Lilly.
Another perk: despite sending through a single Sculpt template, Lucky can still report on the email metrics by store location, simply by using Stats Filters.
For the techies out there, the campaign looked something like this:
Cordial empowers your marketing team with actionable data in real time, so you can convert what you know about your customers into a personal, relevant, and emotionally intelligent marketing strategy. We’re here to help you improve customer engagement and increase revenue across all of your messaging channels.