Could A Bold Step Into Data-Driven Marketing Triple Your Customer Base?

CLOGGSIf you offer a great product at a great price, it stands to reason that your customers will come back for more of the same. But with so many brands competing for eyeballs and wallets (both online and offline), you can’t simply sit back and wait for those customers to return.

CLOGGS, an award-winning shoe retailer in the United Kingdom, provides shoes for the whole family under the company motto, “Happy feet make for a happy you!” Using one original brick-and-mortar store and an extensive online selection since 1998, CLOGGS offered a product consumers loved, and yet somehow, those customers were getting lost on the way back after their initial purchases.

When the company opened two more brick-and-mortar stores and then expanded its presence into France and Germany online, the need to refine the customer experience and foster loyalty went to the top of the to-do list. As a result, CLOGGS turned to Teradata Digital Marketing Center for help getting back on the right foot.

“We had a lot of issues where customers weren’t receiving all our marketing communications,” Nigel Linton, Head of Platform Operations at CLOGGS, said. “They bought from us, but there wasn’t an easy way for them to say, ‘I bought from you and I really like you and I want to hear more.’”

CLOGGS was looking for a partner with the marketing operations and analytics tools that would enable customers to actually request and receive smart content, not just the same deals repeated over and over. The company also wanted to tap into additional data to provide invaluable customer insights:

  • Purchase history
  • Email open rates
  • Money factors
  • Seasonal trends
  • Behavior within communication channels:
    • Is the newsletter working?
    • The customer opened the e-mail, but they didn’t click through.  Why not?  Was it brand related? Does the customer have a brand interest?
    • Is the price too high?
    • Would an interaction with the customer via social, SMS/text change the outcome?

With a nod to Teradata’s best practices, customers now receive an individualized email —an email based on the preferences and interests they personally share with CLOGGS —which brings them to the company’s website. This has brought conversation rates on any device to a staggering 25%-66%. CLOGG’s other results are just as impressive:

  • Before Teradata, CLOGGS had 200K customers… now there are 600K.
  • Open rates increased from 8% to 33%, and some are as high as 45%.
  • If CLOGGS uses a lifestyle graphic, open rates increased 15%-25%.
  • If a dynamic graphics was used, open rates were as high as 25%.

Linton confirms that the company’s outreach to customers has never been more effective.

“Teradata’s Digital Marketing Center enables CLOGGS to connect better with our customers by making sure we are plugged directly into where they purchased from, what they purchased, and connect with what they want to purchase next,” he said.

Click here to see a short video about how CLOGGS is using digital marketing to give the best customer experience “from the click of the mouse to the knock at the door.”

The post Could A Bold Step Into Data-Driven Marketing Triple Your Customer Base? appeared first on Teradata Applications.

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