• by Dianna Dilworth , November 21, 2019

When customers are shopping in retail stores, they don’t think about the different channels or how marketing teams are working together behind the scenes. They want to buy something conveniently without friction and have an enriched shopping experience.

“How do you enrich the shopping experience? Working together, centralizing all of the information with all of the team,” said Nil Bertran Marimon, Email Team Leader at Spanish retailer and fashion brand Desigual on stage at MediaPost’s Email Insider Summit Europe earlier this year.

Desigual is working together to centralize all of its data in order to deliver a more satisfying customer experience. Recently, the brand launched a loyalty program which tracks customer purchase behavior in both online and retail channels, giving the brand a more cohesive picture of the customer’s actions. This data is used by all of the marketing channel owners to help the brand develop relevant campaigns based on a customer’s past purchases and browsing data.

For instance, the retailer studied the average age of buyers of every category and by looking at the data discovered that young people are buying accessories. So the brand has been focusing on campaigns promoting accessories to younger audiences and using this information to further personalize the message.

 “If data says it is working, then that works,” says Bertan Marimon. “We are trying to change an emotional world to a data world.”

As marketers gear up for the holiday marketing plans this season, they can learn from Desigual and try to improve internal communications and look at data to help deliver a consistent cross channel experience. Identifying segment trends and remarketing based on purchase and click patterns can be applied in real time, even on those campaigns already scheduled to go out.

This year we’ll hear insights from more leading retailers on stage of our Brand Insider Summit in Kitzbuhl, Austria 3-6 February 2020.