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).