A Perfect Marketing Marriage

Applying a proprietary approach, Proclivity’s technology platform calculated the real-time economic values that buyers expressed for purchasing a wedding gown, enabling the retailer to deliver messages to those with high value vs. those with low value.

Not only did Proclivity improve the standard results against the key performance indicators, it found more people that were in the market for wedding gowns. It also reduced the number of emails delivered to the wrong individuals, effectively leading to a decrease in unsubscriptions. This was crucial, especially when dealing with wedding-related products. The last thing you want to do is upset those that begrudgingly think of themselves as always a bridesmaid but never a bride.

The retailer saw significant improvements in key metrics, including clickthrough rate, order conversions and revenue lift. In fact, revenue was up as much as 266 percent across the its campaigns launched through Proclivity's platform. Where the retailer was once hesitant and worried about repeating a campaign mistake, now it's moving forward with certainty as it incorporates weddings as a very important part of its overall strategy.

Proclivity’s ability to calculate a customer’s valuation for wedding gowns meant the retailer was no longer faced with generalizing or guessing someone’s purchase intent. The retailer was able to hone in on a particular level of interest for wedding gowns and identify its representative economic value to maximize conversion and revenues. It's a strategy that lasts happily ever after.

Sheldon Gilbert is founder and CEO of Proclivity Systems, a platform that calculates the current market value for individual customers relative to specific items and services. Sheldon can be reached at sgilbert@proclivitysystems.com.