Le Col’s main aim was to maximize the most important sales period of the year, driving success in the run up to the Black Friday weekend and beyond. Part of this initiative would include increasing the membership of Le Col’s loyalty program, ‘Rewards for Riding’. To engage audiences, the team wanted to speak directly to its customers – using personalization and dynamic content based on contact information. Plus, there would be a concerted effort to re-engage dormant contacts, bringing them back into the brand fold.
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