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Case Study

American Eagle Outfitters

American Eagle Outfitters®

Cross-channel marketing holiday case study

Utilising Experian Marketing Services cross-channel expertise, American Eagle Outfitters created a dynamic marketing program to acquire, engage and convert customers during the competitive holiday season.

In order to gain more market share during the busy holiday season, AEO desired to create a unique and memorable campaign that would separate itself from the competition. Leveraging the popularity of mobile and social media within its target audience, AEO partnered with cross-channel experts Experian Marketing Services and Archer Mobile to develop a fully integrated, omni-channel holiday program that drove mind share, social sharing and online and in-store traffic.

PROGRAM STRATEGY

  • Create an intergrated contact strategy across all paid, earned and owned media
  • Integrate across all media — desktop Web, mobile Web, app, email, SMS, social media, direct mail and in-store  display
  • Engage based on customers’ desktop, tablet or mobile device preferences
  • Drive customer data capture for increased effectiveness
  • Drive online and in-store traffic by building ongoing email and SMS messaging groups
  • Encourage active engagers and latent responders with incentives that increased in value
  • Drive viral brand engagement and growth

     

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