Case studies

7 For All Mankind + Custora

Issue link: https://resources.custora.com/i/1071993

Contents of this Issue

Navigation

Page 0 of 1

T H E C H A L L E N G E F I N D I N G T H E R I G H T C U S T O M E R S E G M E N T F O R A N E W D E N I M L I N E In the Fall of 2016, 7FAMK launched their line of b(air) denim, an alternative to leggings with technologically advanced, light, form- fitting fabric. The marketing team planned to use email to promote the new Spring 2017 line, and ideally wanted to reach out to customers most likely to be interested in b(air) denim, rather than emailing their entire customer file. However, until the team could find the perfect b(air) segment, these style-specific emails would continue to be sent to the entire customer file — over 225,000 members — to maximize sales. At the same time, the marketing team knew plenty of other companies that reduced or eliminated promotions and were faced with customer dissatisfaction, increased churn, and shrinking revenue. 7 F O R A L L M A N K I N D + C U S T O R A 7 for All Mankind realized a in revenue per user using Custora's affinity segmentation. 7 F O R A L L M A N K I N D L A U N C H E D I N T H E FA L L O F 2 0 0 0 I N L O S A N G E L E S , A N D WA S T H E F I R S T C O M PA N Y T O B R I N G P R E M I U M D E N I M T O S C A L E . T H E B R A N D Q U I C K LY E A R N E D A R E P U TAT I O N F O R I T S I N N O VAT I V E U S E O F FA B R I C S , F I T, A N D F I N I S H E S , A N D I S N O W A N I N T E R N AT I O N A L B R A N D W I T H O V E R 1 0 0 R E TA I L L O C AT I O N S W O R L D W I D E . 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 . A F F I N I T Y S E G M E N T A T I O N 21x revenue li per user using predictive affinities C A S E S T U D Y 2 1 X L I F T

Articles in this issue

view archives of Case studies - 7 For All Mankind + Custora