From the Eyes of Our Customers: FitFlop
By Martin Francis
Note: The “From The Eyes of Our Customers” series gives a unique perspective on the experience with Bloomreach from the customer vantage point. FitFlop set about changing the footwear industry in 2007 and hasn’t looked back since supporting its customers with the perfect combination of biomechanics, comfort, and fashion.
When FitFlop entered the scene in 2007, it was generally accepted that a shoe could not both look good and feel great.
We have set about changing that one step at a time. We’ve empowered our customers to live an active and fulfilled life by supporting them with our footwear.
As a Bloomreach Engagement user since 2019, we’ve taken our goal of empowering our customers and extended it online with our marketing and email efforts. We want our customers to feel as good shopping online with us and engaging with our brand as they do in our footwear.
The Benefits of the Move to Bloomreach Engagement
Moving your entire marketing automation and email operation to a new provider is a daunting task. But upskilling our team and working in partnership with Bloomreach, we felt supported to make the transition.
We built a team internally that worked directly with Bloomreach and fully invested our time and effort into making the partnership with Bloomreach a successful one. We have since accomplished things that we were previously unable to with our past provider. That includes segmenting our audiences based on purchases, behavior on site, and email engagement, as well as building a single customer view.
As a company, we take pride in the quality of our products and branding. We aim to create an environment online for shoppers that matches their ethos. With the incredibly personalized targeting and thoughtful segmentation that Bloomreach Engagement allows, we’re able to tailor unique customer journeys to facilitate brand loyalty.
Email Marketing Improvements
After the integration of Bloomreach Engagement, we wanted to take our usage of the platform one step further. We felt there was a piece of the puzzle that could be improved even more and that was our ability to activate and reach customers through email marketing.
Our previous provider was providing us with the foundation that we needed, but we felt that there was more that we could be doing, particularly with the data groundwork that Bloomreach provided.
With Bloomreach Engagement, we were able to activate specific customer sets quickly and efficiently directly through the integrated ESP functionality. By migrating email providers, we were able to spend more time doing what we do best — using segmented data and insights to build real-time marketing campaigns all in one place.
Bloomreach’s dedicated email specialists helped us build out a joint execution plan that allowed us to effectively “warm up” and maintain continuity for our email subscribers while the migration took place. We had no disruption to email marketing communications, including important sends like transactional emails.
We have seen positive results from the migration as well including a 10% increase in inbox placement and seeing 15 million more emails get delivered.
Bloomreach Allows for Data Activation
What Bloomreach Engagement has really allowed us to do is fully access our data and increase our ability to use it in our automations and segmentations. The single customer view of our base and the ability to take action off the back of it is essential to what we do at FitFlop now.
We knew the possibilities the platform had to offer and now, thanks to some hard work on both sides, we are really reaping the benefits. Our clear view of who our customers are and our ability to build out triggered automations has had a major impact on our business.
It allows us to make data-driven decisions quickly and deliver a personalized customer experience that will drive brand loyalty. The future of this partnership with Bloomreach really excites us.