The footwear brand has teamed up with technology company Sailthru to change how it engages with its consumers, starting with more personalised email newsletters which will include suggested products based on browser behaviour.
Brogan Savage, global digital marketing manager for Dr. Martens, told Marketing Week: “Previously we had very little flexibility when it came to personalisation. These limitations meant we could only really segment by gender and region.”
She added that the brand’s customers widely vary, and that “batch and blast just doesn’t cut it any more”.
“This is much too broad an approach to marketing, especially in 2015,” she said. “Now we’ll Read full story ›
Source: Marketing Week
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