Monday, August 9, 2010
When you hear the name, Johnston & Murphy, you may assume this is an old company with products–with strategy and tactics to match. And you would be very, very wrong. This is definitely not your father’s Johnston & Murphy!
Johnston & Murphy (J&M), which boasts close to 200 stores, a catalog and an e-commerce site, is taking advantage of marketing tools and technology–anchored by email marketing and web analytics–to convert shoppers into buyers and create relationships that keep customers connected to the J&M brand.
While many retailers are struggling in today’s challenging economy, J&M is proving that you can build and retain your best customers if you know how to leverage digital marketing.
The company uses email marketing software and web analytics technology to execute automated email campaigns that deliver personalized offers based on the consumer’s demographic profile, product interest or purchase behavior.
With e-mail serving as the backbone of J&M’s personalized one-to-one marketing strategy, the company has achieved some impressive results:
- E-mail open rates have increased 44 percent.
- Response rates increased 139 percent.
- Sales have increased 145 percent.
In addition, J&M has seen an increase in sales from both its catalog and retail store channels. To learn more about how you can automate your interactive marketing campaign download the Art of Automation Guide.