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

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This is a podcast episode titled, The Jacket You Didn’t Know You Needed; A Chat with Ian Dewar of VF Corp. The summary for this episode is: Join Ian Dewar, Global Director Consumer Analytics at <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 Vans, The North Face and Kipling 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. Ian will also be hosting a LIVE Q&A following his presentation. 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.

Key Takeaways

Introducing Ian Dewar, of VF Corp

00:35 MIN

The identities behind The North Face and Vans

00:37 MIN

To VF Corp, loyalty starts with looking at what customers need

00:51 MIN

This is how The North Face builds loyalty

00:08 MIN

Vans isn't selling shoes just to sell shoes, it's something more

00:25 MIN

VF Corps asks questions of themselves and, most importantly, of their customers

01:01 MIN

The North Face and Vans loyalty programs allow their member to express their uniqueness

00:55 MIN

These loyalty programs offer engagement outside of just buying product

00:50 MIN

The value exchange inherent to the Vans Family program

01:09 MIN

The ability to customize members' content starts in the onboarding process

01:13 MIN

What is at the core of emotional loyalty?

00:11 MIN

Getting to know their customers and building profiles off of it

00:52 MIN

The predictive profiling process

00:54 MIN

An example of predictive profiling for The North Face members

00:39 MIN

An example of predictive profiling for Vans members

00:47 MIN

The North Face back to school campaign

03:18 MIN

How their collected data helped them during the height of COVID

01:59 MIN

How Vans served the community during COVID

01:10 MIN

The North Face Summer Base Camp Program

01:40 MIN

By building a true emotional connection, VF Corp encourages customer engagement with their product

00:28 MIN

Loyalty data is essential data

00:48 MIN

Zero-party data is very important to VF Corp

00:45 MIN

The customer journey: happy customer become repeat customers

01:13 MIN

Emotional loyalty begins with improving customer experience

01:16 MIN

DESCRIPTION

Join Ian Dewar, Global Director Consumer Analytics at VF Corporation, 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 Vans, The North Face and Kipling 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. Ian will also be hosting a LIVE Q&A following his presentation.

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.

Today's Guests

Ian Dewar

|Global Director Consumer Analytics at VF Corp

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.

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

DESCRIPTION

Today's Guests

Ian Dewar

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