To receive the Vogue Business newsletter, Sign up here.
Whether you're a luxury brand or a sportswear company, winning over customers online and beyond requires smart loyalty strategies and investments in technology that drive next-level customer experiences.
This was a topic of discussion at a recent meeting. vogue business We partnered with Bolt to host an event at Legacy Records in New York City. Immediately following the NRF Big Show, we invite Under Armor Chief Consumer Officer Jim Dausch and RIMOWA Americas Director of E-Commerce Jerry Wang to share their approaches to brand building. Meanwhile, Bolt CEO Maju Kuruvilla said: All eyes are on how e-commerce will evolve in the year ahead. They were joined by Americas editor Hilary Milnes.
For Dausch, who joined Under Armor last year after more than 20 years at Marriott, unraveling customer loyalty is key to the success of sports brands' e-commerce strategies. At the center of the loyalty plan is the mobile app, which Dausch says will be a key touchpoint for the brand's most loyal customers. “This is the most direct relationship you can have with a customer. Even when things are going well, [on the web]In many cases, traffic still comes through Google and other intermediaries,” says Dausch. “And if we can take them out of the picture and create a direct relationship with our customers on the same device as their friends and family and everything else, we've succeeded.”
Customers can then reward their loyalty with product previews and Super Bowl tickets. Technology also plays a role. A promising use case for AI is in the way Under Armor sets up its e-commerce pages, using information the brand knows about its customers to deliver the most relevant products to customers first as they scroll through the site. .
