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Build.com IDs customer segments with Adobe Marketing Cloud

BY Dan Berthiaume

Chico, Calif. – Online home improvement retailer Build.com is using Adobe Marketing Cloud as the cornerstone of its digital marketing strategies, diving deeper into visitor data to better understand what they are looking for, how they navigate online, where they are coming from, and what drives purchase decisions.

Using new, universal visitor identification capabilities across the Adobe Marketing Cloud, Build.com can now identify and track unique customers as they enter the website, view where they are coming from, and set up tests to identify how specific segments of customers like to shop. With this ability to identify and segment customer activities, Build.com can thus develop longer-term, more holistic views of customer behaviors and preferences. This allows the retailer to build more highly customized segments and individual customer profiles, delivering more relevant content to new visitors while improving engagement and brand loyalty among existing customers.

“Adobe Marketing Cloud enables us to align how we collect and analyze data with the way our customers do business,” said Justin Bergson, director of media and optimization at Build.com. “Equally important, universal customer identification capabilities empower us to use customer profile and related data across Adobe solutions to get faster answers about how we can continually improve the customer experience.”

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Misguided marketing affects Pier 1 Q2 results

BY CSA STAFF

Pier 1 Imports president and CEO Alex W. Smith identified misguided marketing and store assortments as the primary causes for the retailer’s poor earnings and performance for the second quarter ended Aug. 31.

The retailer substantially missed expectations with a 32% decline in net income for the second quarter of fiscal 2014 compared to the same period last year. Net income totaled $17.8 million in the most recent fiscal quarter, down from $26.2 million.

Total sales were $395.6 million, a 7.6% increase from $367.6 million a year earlier. Comparable store sales increased 3.5% during the second quarter.

“During the second quarter, the efforts focused around our short- and long-term goals fell slightly out of balance,” Smith said. “In particular, our marketing initiatives did not include appropriate messaging around clearance and promotional activity in our stores, or customer acquisition generally, which contributed to lower than expected store traffic. We should also have done a better job of flowing new product to the stores and reflecting those items in the floor set.”

Looking ahead, Pier 1 expects full-year revenue growth of a high-single-digit rate and also plans to return to advertising on network TV during the upcoming holiday season.

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Progresso has new soup for you

BY CSA STAFF

Progresso Soup has introduced some new varieties of ready-to-eat soups to its product lineup, including in its Progresso Light and Progresso Heart Healthy lines.

Joining the Progresso Light line are Light Chicken Corn Chowder and Chicken and Cheese Enchilada.

Three new soups will join the Rich and Hearty line: Tomato Florentine with Italian Sausage, Lentil and Andouille Sausage, and Creamy Alfredo with Penne and Chicken.

The new line of Heart Healthy soups contains 120 calories or less per serving and will feature the following flavors: Southwest Style Black Bean & Vegetable, Creamy Tomato with Basil, Homestyle Vegetable Beef, Savory Garden Vegetable, Italian-Style Wedding with Meatballs, Hearty Minestrone, Savory Chicken & Wild Rice, Creole Style Chicken Gumbo, Roasted Chicken Noodle and Tomato with Parmesan.

All Progresso soups are available nationally and have a suggested retail price of $2.69 per 1 LB 2.5 oz-can.

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