Kenneth Cole has helped the world dress more fashionably since 1982. With such a long and storied history, it’s no wonder that Kenneth Cole has a large, varied customer base. But that can sometimes create challenges for effective marketing.
As with many larger companies with a portfolio of products, it’s often unclear where marketers should focus their efforts to see the biggest return, not just in the short-term, but across the long-term. It’s also a challenge for many companies to provide meaningful personalization throughout the customer life cycle—due to technical difficulties in moving data across platforms or just generating enough scale across their audiences to execute targeted messaging. Tech stack complexity is a challenge all brands face but more and more platforms are embracing people-based marketing to better serve advertisers with an open approach to identity resolution.
Kenneth Cole focused mostly on remarketing to website visitors who hadn’t purchased anything from the brand. With LiveRamp’s help, they were able to shift focus from visitors who hadn’t bought anything to high-value prospects who were likely to buy products and continue to buy products—garnering a much greater lifetime value than converting the reluctant buyer.
LiveRamp’s integration with Custora, a platform that provides action-oriented portraits of each customer, allowed us to deliver relevant tailored ads to high-value prospects across the broader media ecosystem. Using Custora’s predictions for who would likely comprise Kenneth Cole’s top 10% of customers, and then enhancing its bid strategy for those customers, Kenneth Cole’s retargeting campaign saw a 9x ROI as compared to its previous retargeting strategy.
By running a product affinity campaign targeting men and women most likely to purchase boots, LiveRamp with Custora drove a 2.6x ROI compared to Kenneth Cole, as compared to its BAU campaign. Overall, Kenneth Cole increased their return on ad spend (ROAS) while also identifying and targeting their most valuable customers.
In the end, extending a traditional CRM capability—the segmentation of known customers—to drive advertising enabled Kenneth Cole to better target predicted high-value customers, personalize communications throughout the customer life cycle, and enhance targeting for product and event-specific campaigns, strengthening relationships with existing customers.