Allen Edmonds has been crafting world-renowned men’s shoes in American since 1922. Despite being in business for nearly 100 years, nothing could have prepared them for a global pandemic leading to massive shifts in consumer behavior. Allen Edmonds had always been careful to make business decisions based on the needs and wants of the customer, but the pandemic resulted in the business doubling down on the strategy.
Key Topics of Discussion:
- How Allen Edmonds shifted its campaigns to focus on the products that met the changing needs of their customers
- Strategies used to reengage lapsed customers during the pandemic
- How Allen Edmonds is planning to approach the holiday season differently this year
This webinar is hosted by Lauren Wright, senior manager of CRM at Allen Edmonds; Jake Hall, VP of solutions consulting at QuickPivot; and Bill Hanifin, CLMP, CEO/Managing Editor of Wise Marketer.
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Lauren Wright is a customer-centric marketer with experience in Brand Marketing, Customer
Engagement Marketing, Loyalty and Media. After spending over a decade in the fast-casual world,
Lauren moved to work in fashion pursing another passion of hers by helping to build the Allen Edmonds
customer base and marketing plans as the company was acquired by Caleres, Inc. and went through a
re-branding effort. She has been working with QuickPivot since that time to bring real-time campaigns
to the Allen Edmonds customer with the ability to serve their needs with data and email in one platform,
alongside having the ability to story-tell through data with ease. Lauren is a St. Louis native, mother of
two boys and a lover of Hello Kitty.
Jake Hall has over 25 years of experience in direct and database marketing both as a merchant for
brands ranging from small family-run businesses to publicly held multi-brand portfolios, and as a service
provider working with tech startups up to a Fortune 500 MSP in the data services industry. Jake
currently serves as Vice President of Solutions Consulting at QuickPivot where he helps provide
innovative and custom solutions for clients using QuickPivot’s powerful customer data platform
software. Prior to joining QuickPivot, he was a Vice President and General Manager at Epsilon delivering
CRM solutions for a portfolio of 50 Retail clients.
Recommended Read: Strong Customer-Centric Brands Need to Consider Shifting More to DTC
This webinar is part of the CRMC webinar series hosted by The Wise Marketer and took place on December 2nd, 2020.