Total Retail Talks
Total Retail Talks is for retail executives who crave the knowledge and insights needed to stay successful in today's fast-paced industry. Through engaging talks and focused interviews, listeners take away useful information and practical advice from a full roster of retail experts, influencers and leaders.

This episode was recorded live at CRMC 2022 in Chicago.

In episode 362 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Zachary Burgeson, director of performance marketing at Christy Sports, the second-largest outdoor rental company for winter sports in the U.S. In the wide-ranging interview, Burgeson discusses the Christy Sports business and his role (0:47), as well as the retailer's unique peak season and marketing efforts around it (1:35). He shares the lessons learned from previous peak seasons that Christy Sports is using to optimize marketing for the upcoming season (2:27), and how the retailer stays connected with its national customer base year-round (4:06).

Furthermore, Burgeson discusses how Christy Sports serves a wide range of customer demographics, from expert skiers to novice families (5:18); how loyalty marketing technology fuels ongoing communication with its different customer segments (6:17); and how his team strikes the right balance between customer acquisition and retention efforts (7:10). Lastly, he shares his advice to other retail marketers planning for peak season (8:02), and how he stays ready to pivot as situations arise that challenge planned strategies (9:10).

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