In the new consumer-driven age, direct marketer and retailer MacKenzie-Childs decided to shift their focus from individual marketing programs to a strategy based on reaching customers where and when they should be reached. Their improved ability to acquire and retain customers will be presented in this talk from two perspectives: from retailer MacKenzie-Childs, and from their technology partner, QuickPivot.
Industry thought leader and MacKenzie-Childs CMO, Larry Shaw, teams up with Paul Mandeville from Quick Pivot to walk you through what they did, how they did it, and why it worked. This talk will help you see what happens when you stop thinking in marketing programs and instead shift to becoming 100% customer focused. And you’ll learn about the tools they used to get there.
What will you learn from this case study?
- Learn six ways to help move from campaign management to customer management.
- Explore new customer segmentation, campaign execution, and marketing team ideas for your company.
- Learn better ways to manage your customers’ journey as they move from first-time to multi-time purchasers.
It’s always great to have a fellow direct marketer share why they decided to make a significant shift, and learn what is working for them. This case study will help you reexamine your own marketing straegy.
