Go with the flow

Success Story: Florsheim Shoes

Situation: Florsheim Shoes wanted to collect the email addresses of their customers in 39 retail stores across the country. They understood the value of building a robust database, but didn't know how to do it off line without disrupting sales transactions in the stores.

Solution: Data Dog identified the key information to gather and created a strategy for persuading customers to provide it. We then taught store personnel techniques for engaging customers so they'd willingly participate in the program. Data Dog also built a sophisticated web database to track performance data for each retail location giving management control metrics. In-store program materials created by Data Dog along with email campaign design were consistent with the company's other marketing efforts. Brand consistency was achieved.

Outcome: In the program's first two years, Florsheim's database grew to nearly 75,000 names, allowing the company to market directly to its best prospects.