When brothers Shep and Ian Murray cut their ties with Corporate America to start a little company on Martha’s Vineyard in 1998, their motivation was clear: “We’re making neck ties so we don’t have to wear them.”
How Vineyard Vines Uses Analytics to Win Over Customers
In July 2016, the eCommerce team at Vineyard Vines set out to find a solution to help them keep pace with their dynamic customer base and stay true to their principles of authentic, relevant, and personalized communications. They engaged an automated marketing platform that correlates customer behaviors and their interactions with the retailer’s online product catalog. From these analytics, the platform dynamically builds intelligent, triggered campaigns that can be run across email and social media channels, or can be used to optimize search engine marketing. At the heart of the solution sits an AI-driven decisioning platform that determines the timing and content of the next-best campaign to send to individual shoppers. The platform decides what products to target each customer next, based on its understanding of the individual and the collective wisdom of all customers. It’s allowed the company to engage in a type of real-time, one-to-one marketing never before possible, and the campaign results speak for themselves.