Marigold

How the brand is progressively profiling customers to offer a more personalized value exchange.

Join&nbsp;Ian Dewar, Global Director Consumer Analytics at&nbsp;<a href="https://www.vfc.com/" rel="noopener noreferrer" target="_blank">VF Corporation</a>, as he leads a visual session showing how they use consumer data driven by Cheetah Loyalty to build customer profiles and behavioral predictions. Many customers of&nbsp;Vans,&nbsp;The North Face&nbsp;and&nbsp;Kipling&nbsp;are huge fans of the core product like Vans Old Skool shoes, The North Face Nuptse jackets or Kipling Laptop backpacks. But helping our customers discover the products they use every day and didn’t know we make is key to building Customer Lifetime Value and maximizing opportunity to build customer loyalty.&nbsp;Ian will also be hosting a LIVE Q&amp;A following his presentation.&nbsp;If you haven’t already, watch the Signals20 session with Frank Neumann, Sr Director of Consumer Lifecycle Management at Vans, as he shares how Cheetah Loyalty helps them deliver best in class emotional loyalty experiences and how members account for nearly 50% of their US direct to consumer revenue. Find that session in our suggested content at the bottom of this page.

Ian calls himself an accidental marketer. The route to VF Corp came through The North Face and started with creating unique experiences and a lifetime of building strong relationship marketing skills.

Building on his outdoor and customer experience, Ian developed the VIPeak Rewards program for The North Face. Combining consumer loyalty with activity based rewards and offering outdoor adventures as benefits, VIPeak Rewards helped feed into a complete customer lifecycle view to better understand The North Face customer and reward those customers for doing what they love. Using loyalty data Ian transitioned to consumer analytics and his current role in bringing customer centricity to live across the full VF brand portfolio.

Ian Dewar

Global Director Consumer Analytics at VF Corp

Visit any corner of the globe and you will spot someone proudly wearing a pair of Vans sneakers. But helping those loyal customers discover product lines they didn’t know about is the key to building customer lifetime value. VF Corp is doing just that - building customer profiles and behavioral predictions to lift sales, increase customer lifetime value and drive lasting loyalty.


The Jacket You Didn’t Know You Needed; A Chat with Ian Dewar of VF Corp

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Signals is CM Group's virtual video hub loaded with client case studies, conversation as well as product and solution overviews. No matter your industry or marketing needs, Signals has a video session below that will inspire you to challenge the status quo. CM Group is a leader in relationship marketing solutions that support marketers' needs across the entire customer lifecycle. From acquiring new contacts, through engagement and ultimately customer retention and brand loyalty, our portfolio includes Cheetah Digital, Sailthru, Selligent, Emma, Campaign Monitor, Liveclicker and Vuture. With over 40,000 brand clients ranging in size from Morning Brew to Starbucks, CM Group has a solution to help brands of all sizes and from all parts of the world grow their business, no matter the industry.

Finserv industries have seen some of the biggest digital transformations in recent years and consumer demands have changed the way they operate.&nbsp;Stats show that you need to adopt a customer obsessed relationship marketing strategy to survive.&nbsp;And you most likely need to change your entire customer experience. In this session we’ll explain the 4 stages of relationship marketing from acquiring new customers, understanding them as individuals, engaging them across all channels and ultimately retaining their business and fostering loyalty.