The Client Profile:
What started as a small shoe shop in Massachusetts, manufacturing “worker” style footwear has grown into an iconic fashion brand. Over a century later it is considered the oldest continuously operating footwear brand in America.
By periodically refreshing the analysis on our client’s database, we discovered that the way customers interacted with the brand had changed. The timing, channel, product, and price point on previous Lifecycle Campaigns needed to be adjusted to reflect the way customers shopped today.
The revamped Lifecycle Campaigns speak more accurately to active and lapsed customers, hitting them with the right message at the right time to make another purchase and grow their incremental revenue.
The revamped Lifecycle Campaigns have generated impressive results:
- +69% YoY lift on lapsed customers making a purchase and becoming active
- $1.3M generated by the reactivated customers, a 53% lift from the previous year/li>