Neiman Marcus names a new chief marketing officer and restructures staff to address the growing importance of e-commerce.
Skecher’s e-mail offer brings customers in; WebSide Story’s updated analytics tools track their movements around the site and through to purchase.
Skechers.com, a beta user for WebSide Story’s just-released HitBox Commerce Version 2 analytic service, has already gathered enough data by applying the tools to a current campaign to direct future e-mail campaigns, vice president of direct marketing Geric Johnson tells Internet Retailer.
Shoe manufacturer and retailer Skechers selected a set of 10 products for women and 12 for men for an e-mail promotion intended to help clear inventory on end-of-year styles. Customers receive a discount offer, applicable within the same session, on other merchandise on the site if they open the e-mail, click through to the site, and purchase one of the promoted items. The discount is automatically generated for customers by a code embedded in the URL link provided in the e-mail they receive from Skechers.
Johnson says the tool showed that the e-mails were being opened at the expected rate, but also provided the information that some 20% more units were being sold in this e-mail blast than with other e-mail campaigns. With the new suite of tools, “We can recreate each order transaction at a detailed level,” Johnson says. “We get to see what goes on in the shopping cart, and then get the analytics so we can see the affinity of the products that were sold to other products that have sold, and we can link the campaign analysis feature to our e-mail blasts and other marketing efforts. Being able to track the performance of a given ad campaign right through to the sale and getting the ROI numbers related to it has been a big help.”
The data is already shaping future e-mail campaigns. “I can see that a customer bought one of the items we were encouraging him to buy, and that he then went elsewhere on the site and purchased sports shoes, for example. So as we plan the next e-mail solicitation, we might decide to feature sports shoes,” Johnson says. “The analytics let us pick up on what is hot or what might become hot and tell what would be a good basis for another e-mail campaign.”