Solution
Build audiences according to retail transaction data, including the date of purchase, and the type of product purchased.
Products can be identified by ID and grouped together into a single audience to represent fans with a keen interest in the team and the respective kit.
This can be combined with Structured Events or Digital Usage data to help identify fans with prior engagement with particular new stories or content categories.
Value
By providing the capability to build highly segmented audiences according to precise retail transaction data, you maximise the success of new merchandise campaigns by ensuring messaging is directed at fans with a verifiable, keen interest in the product (identified by product ID or purchase history). Combining this with Digital Usage data increases the relevance and conversion rate of communications by targeting fans who have recently engaged with related content, effectively reducing wasted marketing spend and driving measurable e-commerce revenue.
