How Wolverine Worldwide is Personalizing Customers’ Experiences Across its Many Brands
Total Retail Talks · with Danielle Fewtrell and Rachel Waldstein · August 20, 2018 · 11 min
Summary
This episode features CRM leaders from Wolverine Worldwide discussing how they leverage customer, product, and competitor data to personalize shopping experiences across their diverse portfolio of footwear brands. For ecommerce operators, this episode offers a peek into multi-brand CRM strategies and data utilization for enhanced customer journeys.
Key takeaways
Centralize customer data across all brands to create a unified customer profile, enabling a holistic view of preferences and purchase history.
Utilize product data, including attributes and performance, to inform personalized recommendations and targeted promotions.
Analyze competitor data to identify market trends and adapt personalization strategies to maintain a competitive edge.
Implement a robust CRM system capable of integrating various data sources to power dynamic and individualized customer interactions across multiple brands.
In episode 159 of Total Retail Talks, recorded at the Customer Relationship Management Conference (CRMC) in Chicago, Danielle Fewtrell, director of CRM, and Rachel Waldstein, senior manager of CRM strategy, both of Wolverine Worldwide, parent company of footwear brands such as Keds, Stride Rite, Saucony, and more, detail how data (customer, product, competitor) is used…
What does this episode say about customer retention?
Centralize customer data across all brands to create a unified customer profile, enabling a holistic view of preferences and purchase history.
What does this episode say about retail & omnichannel?
Utilize product data, including attributes and performance, to inform personalized recommendations and targeted promotions.
What does this episode say about analytics & attribution?
Analyze competitor data to identify market trends and adapt personalization strategies to maintain a competitive edge.
What does this episode say about customer retention?
Implement a robust CRM system capable of integrating various data sources to power dynamic and individualized customer interactions across multiple brands.
