Customer data is the underpinning of personalized and targeted marketing. Without accurate and actionable data, personalization isn't possible. For Johnston & Murphy (J&M), an omnichannel retailer of high-end men's and women's shoes, accessories, apparel and gifts, leveraging data such as purchase history across its sales channels — brick-and-mortar, online, catalog — has enabled the brand to create personalized online shopping experiences for its customers.
In this interview from the Monetate Summit in Philadelphia yesterday, Heather Marsh, J&M's vice president of e-commerce, discusses how the retailer integrates customer data across channels, how it uses that data to personalize the online shopping experience, and offers some advice for other retailers looking to reap the benefits of personalization.
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