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Crocs + Custora

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T H E C H A L L E N G E A C R O W D E D M A R K E T Crocs is one of the fastest footwear retailers to reach one billion dollars in sales, hitting the $1 billion mark in less than ten years. Crocs has always been a data-driven brand, taking care to implement a strong identity solution in order to deliver relevant marketing messages at every touchpoint. The casual footwear industry, however, is both a crowded and shrinking market. There are over 1000 brands in Crocs' competitive set, and according to NPD, casual footwear sales declined by 9% in 2016. In this challenging environment, Crocs' determined that the best strategy for continued growth was to take market share from other players in the casual footwear market. Ben Hemphill, VP of Global Digital Marketing, Analytics, and CRM, knew that he had three levers to pull to take market share from his competitors and drive growth in a stagnant market: 1 Acquire new customers 2 Retain current customers 3 Increase purchase frequency But Ben knew that the status quo would not be good enough. His world-class digital marketing team had hit a plateau and needed to find new opportunities for revenue and profit growth. C R O C S + C U S T O R A C R O C S I S A W O R L D L E A D E R I N I N N O VAT I V E C A S U A L S H O E S F O R M E N , W O M E N A N D C H I L D R E N , O F F E R I N G M O R E T H A N 3 0 0 F O O T W E A R S T Y L E S . A L L C R O C S ™ S H O E S F E AT U R E C R O S L I T E ™ , A P R O P R I E TA R Y, R E V O L U T I O N A R Y M AT E R I A L T H AT G I V E S E A C H PA I R O F S H O E S S O F T, C O M F O R TA B L E , L I G H T W E I G H T A N D O D O R - R E S I S TA N T Q U A L I T I E S . C U S T O R A I S A N A D VA N C E D S E G M E N TAT I O N P L AT F O R M . W E H E L P M A R K E T E R S I M P R O V E T H E R O I O F T H E I R E M A I L , D I S P L AY, D I R E C T M A I L , A N D FA C E B O O K C A M PA I G N S . O U R P L AT F O R M G I V E S M A R K E T E R S T H E P O W E R T O C R E AT E S M A R T E R C U S T O M E R S E G M E N T S A N D A C T I VAT E T H E M E V E R Y W H E R E . D A T A - D R I V E N G R O W T H Using Custora to Take a Bite Out of the Casual Footwear Market C A S E S T U D Y

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