Dr. Martens achieved incredible results with data-driven, customer-centric, targeted marketing. Here's how.
When iconic shoe brand Dr. Martens decided to use Lytics Customer Data Platform (CDP) to unify, collect and segment their customer data, the results were powerful.
In fact, one targeted campaign achieved a 60 percent higher conversion rate and a 20 percent higher average order value compared to the brand’s averages.
And that was just one single campaign.
So, how can you harness the power of customer data to target the right customers, increase conversions and exceed business goals like Dr. Martens?
A good start might be learning from the experts. Here’s what Kyle Duford, Global VP of Digital, had to say about how the brand hit these staggering numbers.
If you prefer video to text, here’s the full webinar: Customer Data is a Loyalty Tool: How Dr. Martens and Wildfang Create Cult-Like Followings.
“In the digital era,” Duford says, “brands have a choice: use data to treat people like targets and clicks or use data to treat people like individuals.”
Dr. Martens—a brand known for authenticity and empowerment—chose the latter. A smart choice when you consider that customer-centric, data-driven marketing increases ROI by 15 - 20 percent on average, according to a McKinsey study.
According to Duford, this process starts with having robust customer profiles through Lytics. After all, if you want to send effective messages, you have to know who you’re talking to and you need a single place where all your data is collected and connected to create and update those profiles.
Once you have all the data in one place, it’s time to go deeper, using online behavior from sites, ads, email, etc. to continue progressively building and editing profiles over time, keeping them up-to-date and relevant in real time.
“You can make a lot of decisions based on [a profile like that],” says Duford.
Once Dr. Martens had Lytics and its robust profiles in place, it was time to leverage the power of that data by identifying customer affinities (what content and products each individual is most drawn to) and interests.
From there, the brand started using that data to run campaigns.
For customers with an affinity for industrial style, who were likely to engage with the brand based on the data and who had not recently purchased, they served up an industrial boot ad.
For leather shoe purchasers who’d bought in the last six months and had not yet purchased a shoe care kit, they pushed out a shoe kit banner ad.
And for customers who had an affinity for the brand’s museum collection, who lived in the UK, who were likely to engage and who had not recently purchased a satchel, they served up ads for a George and the Dragon satchel.
It was this campaign that resulted in a 60 percent higher conversion rate and a 20 percent higher average order value—all because of the hyper-targeted ads that focused on the right customers with the right message at the right time. At the end of the day, Duford says, the audience was smaller, but the impact was great.
Not only did the campaign yield great results, but it also helped Dr. Martens identify—and nurture—loyal customers. Those targeted by the campaign were six times more likely to purchase the targeted products and, compellingly, three times more likely to purchase any shoe on the site.
“If you treat people the way they want to be treated, which is as an individual,” Duford explains, “there’s a trust that’s started there. And by showing your audience you trust them, they trust you back. Having a three times more likely purchase rate is incredible.”
If the idea of targeting the right people with the right messages at the right time resonates with you, we’d love to show you how Lytics can help.
Or watch the full Dr. Martens and Wildfang webinar for more details on how they use Lytics to maintain their cult-like followings.
Get in touch with a Lytics expert