“The more data we have on customers, the more accurate our segments and personalized our campaigns get. From here, we can become truly relevant and connect patterns with people.”
At Sport 24, working with segments is not only part of their DNA, it’s the stepping stone for launching new campaigns. The runner, the hiker, or the mother of two children is the central element to both content, products, and tone of voice – it all has to be in place before they hit “launch”.
For example, data on a customer’s running shoe preferences from previous purchases allows them to dig deep into the customer’s favorite color, shoe style, budget, and more. It gives them a complete view of each customer, what they seek, when, and where.
A collection of data enables Sport 24 to personalize campaigns, help newcomers connect, and existing customers to reengage because they are presented with the right running shoes at the right time in their customer journey.
No campaigns without segmentation
Keep going when the going gets tough
According to a recent iab. study:
of the industry leaders have not adjusted their measurement strategies to meet the changes in measurement
are not increasing their investment in first-party data.
In the future, Sport 24 has plans to test more segments and use customer surveys to generate a deeper understanding of customers’ behavior and sports equipment preferences.
Here, a Customer Data Platform helps connect it all, and Raptor Services is looking forward to supporting Sport 24 all the way.
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