Easons.com needed to transform disparate, one-off interactions across online and offline sources into meaningful and actionable data. This would allow them to build relationships with their online customers in much the same way as their colleagues could in brick-and-mortar stores.
Personalized Content at Scale
The marketing team wanted to provide the same rich experience in email as they could on their website because generic and impersonal email blasts had proven harmful to their engagement rates. Creating more relevant and engaging content would also help bring dormant contacts back to the site.
The Easons.com subscription process generated high numbers of silent subscribers, where contacts would sign up for a newsletter, but then never open an email, or complete a purchase. The marketing team did not have enough information from the initial registration process to engage contacts in a way that would encourage them to return and turn into active customers.