Knowing that shoppers abandon websites more frequently than they buy, furnishings company Arhaus needed to connect with shoppers to drive sales and growth of its 12 month file. By implementing a digital identity solution, Arhaus was able to recognize the products that were being viewed or carted, create an audience with mailing addresses, and then mail a physical catalog to them. The results speak for themselves: Arhaus was able to build new target lists, which performed 46% better in responses and 63% better in dollars.
What you’ll learn in this session:
- How Arhaus identified website visitors — both existing buyers and prospects — that abandoned their session, retargeted them with online media, and delivered a direct mail experience to them
- Capture and apply customer interests to inform the customer journey through retention and reactivation marketing strategies
- Create actionable audiences of prospects and buyers who view or cart products to improve acquisition efforts
- Supplement prospect records in your merge-purge with incremental names.
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Christine Parish joined Arhaus five years ago as Director of CRM, successfully building a data driven marketing culture and continually implementing new and innovative programs. Christine got her start in direct marketing at Williams Sonoma before moving on to Restoration Hardware to implement the company’s first direct marketing initiatives. She is passionate about the consumer experience and evangelizing the use of data to inform marketing efforts.
Jose Cebrian is Senior Vice President, Marketing Strategy at Merkle, where he helps companies leverage consumers insights to develop marketing plans across digital and addressable channels. He came to Merkle after spending nine years at Acxiom, where he grew to Managing Director, Global Client Services for Digital Impact, Acxiom’s email and SMS division. Jose led a global team responsible for optimizing interactive direct marketing campaigns across the web, email, and mobile.