Lids Leverages Customer Data For Targeted Marketing From Facebook To The Store – Retail TouchPoints

“If you’re an Indianapolis Colts fan, you don’t want us sending you New England Patriots-related messaging,” said Wendy Mudis, VP of Marketing at Lids, in an interview with Retail TouchPoints. “If someone only buys NBA products from us, then does it make sense to keep bombarding them with an NFL message? Just knowing more about our customers and their preferences for teams, leagues and styles — Do they wear fitted hats, adjustable hats or do they only buy knit hats? — it really gives us a visibility that we didn’t have before. We’ve seen that targeted messaging from our marketing translate into increased sales into the stores.”

For example, geolocation-based campaigns allow Lids marketers to run email, direct mail and SMS outreach to drive traffic to customers’ closest physical locations. Additionally, Lids can send promotional messages to groups that are identified as more likely to buy the promoted products in the near

Article source: https://www.retailtouchpoints.com/topics/omnichannel-cross-channel-strategies/lids-leverages-customer-data-for-targeted-marketing-from-facebook-to-the-store