Footwear and apparel brand Johnston & Murphy wanted to capture online customer activity to better assess the influence that their various media efforts were having on purchase behavior. Coupling this data with their existing CRM profile would allow the retailer to prioritize their marketing and programmatic media buying investments and provide a complete view of customer activity to inform advertising content.
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To achieve this, Johnston & Murphy combined the intelligence collected by Perfect Pixel with Digilant’s tracking cookie to close the loop across channels and create a personalized customer journey. Customer Portfolios then leveraged their Smart Cookie to deliver the CRM profiles, enhanced by Perfect Pixel, to Digilant’s tracking cookie. This provided Johnston & Murphy a complete view of all online and offline customer activity, letting Digilant activate this customer intelligence through programmatic media buying channels.
“This partnership allows J&M to take the holistic view of our customers and put it into action across our digital efforts, helping us be more efficient and effective with our media spend.” said Heather Marsh, Vice President of Commerce, Johnston & Murphy (Genesco).
“Our time and money is focused on delivering what our customers want; through the work of partners like Digilant and Customer Portfolios, we’re excited to be able to quantify the impact of our efforts through in-store sales.”
With the powerful Customer Portfolios CRM Profile — enhanced by Perfect Pixel — providing the intelligence for personalized content, Johnston & Murphy is now able to deliver digital messaging at a 1:1 level and complement all of their other marketing efforts. The partnership has led to a lift in sales for the audience exposed to media through Programmatic CRM. Moreover, Johnston & Murphy is able to attribute twice the amount of sales to these initiatives by including offline matchback delivered from Perfect Pixel.