Moosejaw：户外零售商利用细分和定位将打开率提高 80%
公司规模
Mid-size Company
地区
- America
国家
- United States
产品
- IBM Marketing Cloud
技术栈
- Email Marketing
- Lead Management
- Mobile Engagement
实施规模
- Enterprise-wide Deployment
影响指标
- Revenue Growth
- Customer Satisfaction
技术
- 平台即服务 (PaaS) - 连接平台
适用行业
- 零售
适用功能
- 销售与市场营销
用例
- 需求计划与预测
服务
- 云规划/设计/实施服务
关于客户
Moosejaw Mountaineering 是一家零售商，销售来自 The North Face、Arc'teryx、Patagonia、Mountain Hardwear 和 Black Diamond 等领先户外制造商的产品，以及其自有品牌 Moosejaw 的产品。该公司服务于多元化的客户群，包括严肃的户外运动爱好者、追求户外生活方式的活跃人士以及对 Moosejaw 品牌充满热情的高中生和大学生。Moosejaw 通过其领先的电子商务网站、七家零售店、古怪的印刷目录、移动商务网站和广泛的社交媒体吸引客户。该公司成立于 1992 年，总部位于密歇根州麦迪逊高地。
挑战
户外用品零售商 Moosejaw 正在寻找一种灵活、简单的解决方案来增加其电子邮件收入计划，并与其他系统集成以创建购物车放弃计划。他们需要一种解决方案，让他们能够发挥创造力，参与沟通，测试电子邮件的各个方面，而又不会过于复杂或耗时。他们还希望将人性化元素融入营销活动中，无论是电子邮件的语气和风格，还是通过社交媒体渠道。
解决方案
Moosejaw 实施了 IBM Marketing Cloud，以提高其电子邮件程序的复杂程度，提高消息相关性和客户参与度，并增强其再营销工作。IBM Marketing Cloud 提供动态内容、程序、报告、细分和发送时间优化。通过集成 IBM Marketing Cloud，Moosejaw 能够利用其现有的网络分析数据。Moosejaw 使用动态内容使其邮件与店内和在线购物者相关，并使用细分来测试主题行和针对其数据库各个部分的优惠。在 Moosejaw Rewards 忠诚度计划的基础上，该公司测试了有忠诚度积分的计划和没有忠诚度积分的计划，并尝试了各种最适合公司形象的主题行，而不是更传统的产品和品牌导向消息。
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