British footwear brand Dr. Martens has entered into a three-year partnership with Sailthru to deliver a better, connected experience to its customers.
The company is currently focusing on expanding and improving its ecommerce offering, and will work with Sailthru to transform data collection, email marketing and personalisation procedures in order to increase customer retention and customer lifetime value. The partnership will enable Dr. Martens to remove existing marketing data silos, build a single customer view using multichannel data and apply deep, rich customer analytics and predictions to refine engagement with individual customers.
Brogan Savage, Global Digital Marketing Manager, Dr. Martens commented: “For us, Sailthru is the best choice because of what they can offer versus other ESPs. Sailthru was built from the ground up for modern marketers, rather than working to add services through acquisition like many of the larger legacy technologies. We were evaluating multiple providers who have traditionally been considered the market leaders but we found that they weren’t focused and didn’t have the capability to have all engagements based on a single customer data asset.”
Dr. Martens initial plan is to start using Sailthru to personalise email newsletters and increase effectiveness through automating new components such as a welcome series and suggested products based on browser behaviour. Dr. Martens then plans to explore Sailthru’s complete platform offering including onsite personalisation and behavioural predictions.
Neil Capel, Founder and Chairman, Sailthru, concluded: “Today, it’s absolutely critical for brands to understand their customers on an individual level. By taking advantage of the most mature personalisation solution the Dr. Martens team can both measure and respond to the specific interests of each customer and their purchase intent.”