Over its 75 years in business, REEDS has developed a reputation for delivering exceptional service to customers in more than 65 brick-and-mortar stores. The next frontier for the jeweler was ensuring that the personalized, detail-driven experience it was known for providing in-store was also mirrored in the digital space.
However, as REEDS worked to further personalize their customers’ online experiences, the marketing team experienced several pain points with their existing marketing platform. They found it to be increasingly limiting, inflexible, and challenging for many team members to use. But most importantly, as Colby Raker, a Digital Analyst at REEDS explains, it was inhibiting them from taking their efforts to the next level.
“In the luxury space, since there can be a longer consideration period before consumers make a purchase, there’s a lot of opportunity to nurture customers through email,” explains Colby. “That said, we felt like we were only able to use our solution for mass communications — and not for anything advanced. We tried to become more confident in our ability to target customers and create segments, but we struggled to make progress.”
Knowing that tools like segmentation and personalization were key to improving engagement and loyalty among their customers, Colby and her team set out to find a provider that would help them as they strived to aim higher and set clearer marketing goals.
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