Dr Martens has partnered with personalisation technology provider Sailthru to move away from the 'batch & blast' approach to online marketing and deliver a more bespoke customer experience.

The three-year partnership will see the retailer transform its data collection, email marketing and personalisation technologies in order to increase customer retention and lifetime value.

Sailthru will build a single customer view using multichannel data and apply rich customer analytics and predictions to refine engagement with individual customers.

Brogan Savage, global digital marketing manager, Dr. Martens said: “Our customers are such individuals so we don’t want to do just a blanket message any longer. We’re fine-tuning our eCommerce experience so definitely need to ditch the 'batch & blast' approach.

“For us, Sailthru is the best choice because of what they can offer versus other ESPs. Sailthru was built from the ground up for modern marketers, rather than working to add services through acquisition like many of the larger legacy technologies. We were evaluating multiple providers who have traditionally been considered the market leaders but we found they weren't focused and didn’t have the capability to have all engagements based on a single customer data asset.”

Dr. Marten – famous for its 1460 8-eye boots – will begin by personalising email newsletters and automating product suggestions based on browsing behaviour. In the future the brand will also examine Sailthru's other capabilities onsite personalisation and behavioural prediction.

Neil Capel, founder and chairman of Sailthru, commented: “Today, it’s absolutely critical for brands to understand their customers on an individual level. In celebrating individuality, Dr. Martens has always been ahead of the curve. The move to provide its customers with truly personalised experiences is further testament to this. By taking advantage of the most mature personalisation solution the Dr. Martens team can both measure and respond to the specific interests of each customer and their purchase intent. As the brand continues to expand its global digital footprint it will surely continue to solidify its place as one of the leaders in the ongoing transformation of retail marketing.”

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Sailthru