Experian Honors Retailers for Customer Engagement Excellence

Retailers with innovative programs of customer engagement and customer experience were honored by Experian Marketing Services with its 2016 #SuiteLife Awards. Winners included an international hotel chain that provides highly personalized messages to its best customers, and a department store app that allows customers to take a 360-degree video of an outfit and then share it on social media.

Winners were announced earlier this month at the Experian Marketing Services’ 2016 Client Summit.
“Consumers should always be at the forefront as brands develop and implement marketing campaigns,” Matt Seeley, president, Global Experian Marketing Suite, told Loyalty360. “Each program should be able to answer the question: How can I add value to my customers and improve their experience? We are proud to recognize these brands as #SuiteLife Award winners and to work with them on a daily basis, because they exemplify what it means to create exceptional customer experiences.”

Neiman Marcus received the award for “Best Innovation Campaign” for its introduction of the “Memory Mirror,” which allows shoppers to create short videos and share them with others via email and social media. It also allows two outfits to be viewed side by side.

“The Memory Mirror resulted in an immediate positive reaction and contributes to the overall customer experience,” Wendy Segal, Corporate PR Manager at Neiman Marcus, explained to Loyalty360. “It allows the customer to easily share their videos and images with friends and family who are not able to shop alongside them and get their opinion immediately.”

Segal said the mirror was a hit with customers and two additional mirrors are being produced.

“It's nice to let the customer have the images and share them via email or social media to get opinions or decide what looks best,” she said.

Other 2016 #SuiteLife Awards winners include:

Hilton Worldwide — Best Real-Time Contextual Marketing Campaign
Hilton Worldwide changed its process for marketing emails and developed an efficient program for sending highly personalized messages to a large number of its loyalty program members.

Pet Supplies Plus — Best Acquisition Campaign
Pet Supplies Plus increased store sales by more than 10% with a coupon incentive program. It also retained a significant number of the new customers after the campaign was completed.

Finish Line — Best Cross-Channel Campaign
Finish Line harnessed ecommerce sites, display advertising, paid search, social channels and email to engage with customers. Using Experian Marketing Services email interaction data, the campaign helped drive significant traffic, conversion, revenue and brand recognition.

The Bon-Ton Stores Inc. — Best Mobile Campaign
Bon-Ton Stores used daily SMS/MMS mobile message reminders to help its most loyal customers with their holiday shopping. The Very Merry Gift Guide campaign used curated and personality-driven holiday gift guides to help customers find the perfect present for every one on their lists.

MAC Cosmetics — Best Creative Campaign
MAC Cosmetics customers were not afraid to try tricky Halloween makeup techniques. They were able to learn about the right products and how to use them from emails that linked to detailed how-to videos.

GODIVA Chocolatier — Best “Insight to Interaction” Campaign
Godiva used Experian’s Email Insights to target the most promising inactive customers without sacrificing brand reputation. Godiva said the project helped grow regular campaign targeting by more than 10%.

American Eagle Outfitters — Best “Data for Good” Campaign
American Eagle Outfitters used its email marketing program to support various social topics. The Aerie lingerie and apparel unit created a campaign focused on self-acceptance and body-positivity.

“In order to stay ahead of the competition and adapt in today’s ever changing environment, brands need to provide customers with a meaningful journey and memorable experience,” Jeffrey Wilks, executive vice president and general Manager, Experian Marketing Suite, told Loyalty360. “These brands are at the forefront of delivering on that ideology. Through their commitment to innovation and use of data and technology, these brands are able to intelligently interact with their customers and better serve their needs.”

Photography by Thom Jackson 

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