Large Enterprise eCommerce Company
Our client, an enterprise class CPG and eCommerce company and American institution for over 100 years, had made recent strides to modernize and had already successfully implemented Gigya’s Customer Identity Management solutions to help amass an online audience spread across several brand websites. However, this database paled in comparison with their physical mailing list, which had grown for many decades to genuinely epic proportions.
It wasn’t that direct mail was a completely ineffective way to market. The issue was that the company had no way to measure ROI on their efforts. While postal records contain some valuable attributes like name and location, the majority of customers on this massive list interacted and purchased from the company in brick and mortar stores, giving the company little insight into cause and effect for marketing initiatives, outside of high-level sales reports. Also, with no consistent way to verify the accuracy of customer addresses — or indeed whether a customer was even alive, the business was potentially wasting millions on materials and postage.