How Paul Stuart Revolutionized Its Customer Marketing with Optimove
Using Optimove’s marketing automation platform, fitted to the multi-channel retailer, Paul Stuart's marketing team was able to increase response rates and customer spend and enjoy a holistic view of every customer
For over 80 years, Paul Stuart, the luxury men’s and women’s retailer, has been known for its unique take on classic American sportswear and tailored clothing. The company, based in New York City, offers its products online, as well as through a network of its own stores in the US and Japan.
The Paul Stuart team was looking for a way to intelligently segment their CRM database in order to communicate more effectively with their customers. At the most basic level, the company wanted to define and identify their primary customer lifecycle stages – such as active, VIP and lapsed – so they could provide each one with the most relevant messaging.
Additionally, the company wanted to implement a centralized hub to manage all customer data, multi-channel marketing activities and attribution for both online and offline sales. They wanted the hub to connect customer segmentation, based on a variety of signals, with automated marketing execution via email, web retargeting, and other channels.
Holistic View of Every Customer
During its search for a solution, the company was surprised at how difficult it was to find a marketing automation platform that fulfilled the above needs and that was made for a multi-channel retailer. Then they met the Optimove team at CRMC in Chicago. Recounts Jessica Granata, Paul Stuart’s Director of Digital Marketing & CRM: “I quickly became enamored with the tool because it had the functionality I was looking for – and went a lot further. I love how easy the user interface is to handle, the predictive analytics, campaign management, reporting, etc.”
Before deploying Optimove, Paul Stuart’s primary customer marketing efforts consisted of a few generic email “blasts” each week. Within a couple months of getting started with Optimove, the company was performing advanced customer segmentation, based on dimensions including purchase history, prior campaign response history and predictive analytics (to estimate customer future value and risk of churn). This segmentation is used to send customized messages and offers to a wide range of granular customer segments. The messages are delivered automatically by Optimove via Optimail, Optimove’s built-in email platform, as well as a number of other integrated channels.
“Optimove helps us understand where to focus our limited resources to have the greatest impact on the business”, Jessica Granata, Paul Stuart’s Director of Digital Marketing & CRM
The company was soon measuring significant increases in response rates and customer spend. Beyond the more effective and efficient customer segmentation and communication engine, Optimove also empowered Paul Stuart with a Single Customer View. This customer data warehouse combines a variety of data sources and provides the company with a holistic view of every customer, including hundreds of different captured and calculated fields.
“Turned into Data Enthusiasts”
For the next steps, looking to expand the power of their advanced CRM automation platform, Paul Stuart’s marketers would like to track website browsing behavior for even more granular segmentation and personalization. They are planning to implement Optimove’s built-in automated product recommendation engine. And they are planning all-new campaign strategies aimed at preventing customer churn and re-engaging lapsed customers.
“Optimove helps us understand where to focus our limited resources to have the greatest impact on the business”, said Jessica Granata, Paul Stuart’s Director of Digital Marketing & CRM, “On a general level, it has turned our entire department into data enthusiasts! We ‘geek out’ on a daily basis over the near-limitless options we have to customize campaigns and the actionable insights we see via the reporting.”
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