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.
Sleep Number CRM and Loyalty Leader: 'Direct Mail is a Huge Differentiator'

This episode was recorded at CRMC 2022 in Chicago.

In episode 359 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Lisa Erickson, senior director of customer relationship management (CRM) and loyalty at Sleep Number, the leader in sleep health, science, and smart bed innovation. Erickson discusses her professional background and current role (0:54), how Sleep Number is differentiating itself by transitioning to a well-being brand that sells sleep (2:07), and how its loyalty program drives long-term customer engagement and education (2:57).

Furthermore, Erickson shares how Sleep Number is utilizing direct mail retargeting to drive anonymous web visitors into its stores (3:47), the internal collaboration needed to execute the omnichannel marketing campaign (5:34), and how her team tracks the success of the effort (6:41). She discusses how Sleep Number uses customer data to take personalization to an individual level (7:22), as well as the loyalty and CRM opportunities she's focused on for the remainder of 2022 (9:02).

As the senior director of loyalty and CRM at Sleep Number, Lisa Erickson leads the CRM marketing, loyalty and database analytics teams to maximize lead acquisition, conversion rates and word-of mouth referrals through Sleep Number’s database-driven direct marketing and email programs.

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