A Perfect Marketing Marriage
For many, Memorial Day's unofficial start of summer means trips to the beach, pool parties and barbeques. For others, Memorial Day weekend represents the start of wedding season. Hundreds of thousands of couples across the country will walk down the aisle between now and September, with June being the most popular month to get hitched.
Chances are you or someone you know will be attending a wedding this season. And whether you admit it or not, you probably watched or read something about the Royal Wedding. The wedding industry is a $40 billion
a year industry, with bridal gowns being the No. 1 item on a bride’s shopping list. According to Brides.com, the average wedding dress costs $1,075. The average bride will spend about 6 percent of her wedding budget on the dress alone. It’s no wonder a well-known apparel retailer, best known for contemporary looks for adults and children alike, challenged Proclivity to help it find customers for the launch of its wedding gown business.
Finding a new target audience within an existing customer database is a difficult task, particularly if the product is a once-in-a-lifetime purchase. Wedding gowns are niche products for which campaign audience and timeliness are critical, and prior challenges with a wedding gown launch impeded the retailer's goals. The brand sought to ensure its new campaign led to revenue lift and product success without alienating customers who weren't ready or disinterested.
Focusing on its client’s goals, Proclivity centralized the retailer's data inside its customer valuation platform and analyzed its customer base to uncover the appropriate "wedding buyer" audience. Proclivity made good use out of the vast amounts of information the retailer already owned about their customers including detailed product/service data, extensive microbehaviors spanning several years observed on its website, search data, offline point-of-sale data, campaign response data, social network data and external market data sources.