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La Martina adds customer engagement platform

By Retail Technology | Wednesday June 24 2020

Luxury clothing brand and retailer La Martina has selected a new cloud platform to improve communication with its customers across its digital channels

La Martina is using Mapp Cloud to better know its customers, their browsing and shopping habits and their preferences, and to analyse and predict in real time the actions of anonymous visitors and customers on the site. 

The company will use this information to launch cross-channel campaigns to offer a consistent, personalised and relevant experience, thus improving customers’ relationships with the brand.

Mapp designed a two-step plan for La Martina. The first objective was to replicate the data flows that are gained from the physical stores to those from ecommerce sales, in order to create a single view of the customer and achieve continuity across the existing communication plan.

This project was completed in two weeks, allowing the brand to run its customised newsletters and marketing automation programmes through the new platform, replacing the CRM and marketing cloud used previously.

Customer data

In the second part of the project, La Martina will enrich its existing marketing programs with insights based on customer data.

This includes the real time personalisation of the browsing experience on the La Martina website; and the sharing of content and customised discounts via its newsletter and marketing automation programs, based on customer lifetime value.

Adrian Simonetti, President of La Martina, said: "With marketing automation we can achieve increasingly targeted communication that is in line with the interests of the customer.”

 

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