Alicia Fiorletta – Retail TouchPoints
To better gauge the wants, needs and preferences of shoppers, brands and retailers must build comprehensive profiles that outline their entire relationship with the business.
Over the years, luxury footwear and accessories brand Donald J Pliner has developed a business that spans across channels. In addition to six branded stores and a direct-to-consumer e-Commerce site, Donald J Pliner sells through major department stores such as Nordstrom and Neiman Marcus, independent shoe boutiques and online retailers such as Amazon and Zappos.
As a result, the brand has faced challenges in creating a comprehensive picture of customers and their overall loyalty.