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"Selling in retail means you don't own your customer data"
I beg to differ: let me tell you how we transition retail customers into online customers for life
I beg to differ: let me tell you how we transition retail customers into online customers for life
As you may know, we have a program on our website that allows you to track the progress of an injured sea turtle at the rehabilitation center we donate to.
Each order has a unique code, and that code "assigns" you a turtle that's currently at the hospital.
Each order has a unique code, and that code "assigns" you a turtle that's currently at the hospital.
When we began selling in retail, we wanted our hang tag to tell our story. What better way than to get customers involved with the sea turtle hospital's mission??
We designed a hang tag that has unique serial numbers on them, and links to the page they can track their turtle
We designed a hang tag that has unique serial numbers on them, and links to the page they can track their turtle
Here's the good thing: Our turtle tracking program is built on top of the customer account page. SO to track a turtle, you need an account. To have an account, we need your email. We get insights on what turtle you have AND how many people have it
Another major key: this data syncs to klaviyo as a custom property. So we can segment users who have tracked a specific turtle & give them updates
AND! We can assume that people with 0 purchases, but a tracked turtle are from retail stores.
AND! We can assume that people with 0 purchases, but a tracked turtle are from retail stores.
This is just OUR approach to blending retail and online customers - it's not perfect.
I believe that the best chance of success as a brand (especially one in a competitive space like apparel) is to become as omnichannel as possible, but strategically.
I believe that the best chance of success as a brand (especially one in a competitive space like apparel) is to become as omnichannel as possible, but strategically.
I would love to hear your thoughts on this @chriscantino & @jaimeschmidt - You 2 are the retail gods, and I am pretty proud of how this program turned out & is working for us!
