Interactive Webinar Recap
MOVING MINDS
How ASICS is personalizing the customer journey one mile at a time.
Where would you like to begin?
🎬 WATCH 🍿
📚 READ 🤓
To set their "personalization foundation" 🏘 - ASICS consolidated their 1st-party, channel (website, app, etc.) behavior, and purchase history data.
They then used this data to develop predictive models 📊 around the buying lifecycle, engagement, customer value, and LTV. But something was missing...
Psychographic (i.e., Declared) data to understand preferences, running behaviors, and more 🏃🏽♀️ 🏃🏻♂️.
Using Jebbit, ASICS developed a "What Type of Runner Are You?" 🧐 personality quiz to better understand their customer's running habits and also, to validate existing data on existing customers in their database. From this quiz, ASICS saw:
✔️ Avg. 90% quiz completion rates
✔️ Created more than 45K user personas (91% of them being unique)
✔️ 70% of users who completed the quiz click-thru to the ASICS website to see their personalized product recommendations
✔️ Avg. 21.5 data attributes per profile
ASICS' strategic use of 💸 Quiz Commerce 💸 delivered value to customers, in-the-moment, by mapping them to relevant and personalized products based on their self-declared preferences and needs.
BUT WHAT NOW?
The 1 Million+ (and counting) Declared Data attributes collected are integrated seamlessly into Salesforce Marketing Cloud, enabling ASICS to trigger real-time messages and journey events so that future messages 📬 • products 🛍 • offers 🏷 • and more, are relevant and personal.
Not only is ASICS now one step closer to their ultimate goal: personalization across every channel and every touchpoint, they can leverage their proprietary Declared Data to:
✔ Inform future content creation
✔ Enable more cross-team collaboration (CRM, Support, eComm, etc.)
✔ Test additional channels like owned-web and preference center, as well as different experience types (Product Finders, Polls, Trivia, etc.)
✔ Keep existing data accurate while collecting net-new declared data attributes
✔ ✔ And more!
➡️ Start small and grow.
➡️ Leverage existing data to create hypotheses. Then, validate using Declared Data.
➡️ Use Declared Data to personalize at both individual and segment levels.
➡️ Test. Learn. Optimize. Scale.
➡️ Then, leverage and apply across the entire organization.