A Data-Driven Approach to Building Authentic Relationships with Keri Taub, VP of Strategy at Bloomingdale’s
- Author
- Kailey Raymond, Keri Taub
- Published
- Mon 13 Jun 2022
- Episode Link
- https://builders-wanted.simplecast.com/episodes/a-data-driven-approach-to-building-authentic-relationships-with-keri-taub-vp-of-strategy-at-bloomingdales-s2b9WH6o
This episode features an interview with Keri Taub, Vice President of Strategy at Bloomingdale’s, one of the most well-known and established houses of brands in the fashion world. Keri is an accomplished business executive with extensive experience and knowledge of consumer insights.
Can a brand act like a best friend? The team at Bloomingdale’s says yes, and they know how to do it. In this episode, Keri shares her insights on how Bloomingdale’s is approaching data-driven marketing in a changing retail world, how to leverage good data for memorable personalization, and when to go an extra step further with the highest-stakes clients.
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Key Takeaways:
- In the retail world, brick and mortar stores are still vital, but they need to be very purposeful, and data can drive strategy for physical locations
- Marketing includes the whole customer journey, from upper funnel down to the unboxing and in-store experience
- Unique data and personal touches can go a long way in maintaining customer advocates
- Automated data can be incredibly powerful in creating personalized, memorable experiences, but with the highest-loyalty customers, it’s often necessary to go above and beyond
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“If you’re working from home, you’re at the office, if you commute, you don’t commute, if we catch you at that second, it really makes it so much more effective. And that’s a perfect example of leveraging data very reliably. Because you can’t fool us, right? We know the time you open the email, and so that one feels like a win-win. It’s not invasive information we’re collecting about you, and we’re just sending you something at the time that is most convenient for you.” - Keri Taub
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Episode Timestamps:
*(01:49) - Keri’s role at Bloomingdale’s and her background
*(05:28) - Personalizing the shopping and unboxing experience with data
*(08:41) - How data influences Bloomingdale’s physical store strategy
*(12:09) - Having fluid internal communication and collaboration across teams
*(16:24) - The group of customers where automated data sometimes needs to be scrutinized
*(22:33) - Ideas about the future of retail marketing
*(27:56) - An example of another company doing it right with the customer journey (hint: it’s Disney)
*(30:01) - Ending advice: how to hit the right mix of personal touch and quantitative insights
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Links:
