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Today's marketers must prove a measured return in sales on every dollar they spend. This poses a challenge and opportunity.
While retailers have been crafting messages with the goal of driving people to purchase online or in their stores, they often lack a clear strategy for doing it effectively, especially when it comes to coordinating all the channels of communication at their disposal.
This topic was very apparent in Las Vegas this week for Shoptalk 2019. The topic of data testing and learning is nothing new, but the pressures to make sense of how to effectively use the data has intensified.
Here, we recap some of the key insights from Shoptalk 2019 around how brands are actually using customer data to inform their marketing efforts.
A number of brands talked about their current (and eventual) strategies for bringing together online data to inform physical products and shopping experiences.
Michael Martin, vice president of digital products at Nike, discusses how they’re using information from Nike’s running app at Shoptalk 2019.
This underscores the need for a frictionless experience—across channels—omnichannel that is omnipresent. Today’s customers interact with brands every single day in small (sharing their run through the Nike run club app) and big (coming in-store to buy the shoes they’ve been looking at online for six weeks) ways.
Brands need to start thinking of all these channels as being interconnected. They’re not separate, and they should all be built around a unified view of the customer.
We heard from a number of different brands building and using in-store experiences to drive loyalty and sales.
Although all of these have a bit of a “fun” factor in concept, they’re all worth mentioning because they’re producing real business outcomes.
Retailers are at an inflection point, along with the massive growth of e-commerce, finding ways to drive store traffic will continue to be a priority and will challenge traditional brands to either thrive or fall way behind the upstarts in both growth and connection with consumers.
For digitally native and DTC brands, data-driven insights are foundational to their customer experience. And it makes sense—they started in a far more data-driven, customer-centric era, always with a direct line to engage with the customer.
This advantage was very apparent at Shoptalk 2019, where pure-play and DTC brands shared examples of how they’re building the business around the customer and using data-driven customer insights to improve that experience.
At Shoptalk 2019, Chris Phillips, GM of Stich Fix men, kids and exclusive brands, shared how they used customer feedback to remake men’s larger-sized shirts.
While the brand is important, a culture of experimentation with clear attribution and measurement behind every dollar spent is central to how these brands not only run their businesses but also attribute success to marketing initiatives.
Learn more about how data can inform marketing strategy and tactics.