April 2014 Integrated Solutions For Retailers
By Adam Blair, contributing editor
The Western wear retailer analyzes online order data to increase email open rates via personalization.
With shoppers awash in a sea of emails, retailers are desperately searching for ways to personalize direct communications to each individual customer. That sounds simple in theory, but in practice it means crafting multiple customer segments, which requires detailed data collected from a wide range of sources.
“As we keep adding more stores and customers, we’re challenged with finding the best way to segment and target them,” says Lisa Mann, e-commerce marketing manager for the 152-store Western wear retailer Boot Barn. “However, it’s also an opportunity, because we have such a loyal customer base. With the Western genre and lifestyle, including horses, ranching, and rodeos, we always have something we can speak to our customers about beyond just the products we sell.”