IMPOSSIBLY FAST. DANGEROUSLY ACCURATE.
How Level Agency is helping Christopher & Banks thrive
How does a 70-year-old brand stay relevant? The same way any brand does—they know their customers, give them what they’re looking for, and find smart ways to make it easy.
For a brand like Christopher and Banks, it’s critical to know which of their customers want what. Who prefers plus sizes? Who’s petite? Who likes activewear? Who’s a grandmother? With their huge product line and massive customer base, shotgun marketing would be an expensive waste of time. Worse, it could turn their brand into white noise—or turn off a customer entirely.
Christopher & Banks is adamant about not over-messaging their customers.
To keep their marketing targeted, the brand has a few tricks up their sleeve. First, they’re mining decades worth of customer data for insights. Second, they’ve got an agency partner that knows how to make the most of that data—Level Agency out of Pittsburgh. And, third, they’re using Clario, an automated audience builder that both Christopher and Banks and Level say is a game-changer.
Talking to the right customers at the right time
If you ask Abby Young— a media manager at Level—why she uses Clario, she could fill a whole podcast with her answer. (In fact, she has. Hear Abby talk about Clario on a recent episode of Level Agency’s “Test. Learn. Grow.” podcast.)
Abby will tell you how Clario helps her team micro-target customers for Christopher and Banks, how it provides laser-accurate audience segmentation, and how it helps her build “super-smart” audiences, fast.
“Clario is very useful if you’re just trying to get really hyper-targeted.”
Media Manager, Level Agency
But the number-one thing Abby likes about Clario is that once she uploads audiences into Facebook, Google, or any other platform, Clario continuously updates them with the latest data.
Abby and her team might build an audience of customers who’ve shopped in the past 30 days. With other tools, that list would remain static until they manually update it, but Clario automatically shows a 30-day lookback from today, not just from the day she uploaded it.
“The buyer in September is completely different from the buyer in December, from the buyer in January—but the automated audience uploads will self-correct with the current customers,” says Jacquie Bailey, director of customer analytics and marketing operations at iMedia Brands, Inc., the parent company of Christopher and Banks.
Abby adds, “That gives you super-relevant, up-to-date information. It saves our team a lot of time—which means you can do a lot of really awesome additional work.”
Knowing their customers, backward and forward
When building those audiences, both Level and Christopher and Banks appreciate that Clario shows them everything a customer has done throughout their entire relationship with the brand.
Clario stitches together customer insights from the past 10 years, from every Christopher and Banks channel—including their stores, website, catalog, and ShopHQ shopping channel.
“Not only do I know what you did yesterday, I know what you did three months ago and six months ago. More importantly, I know what I did as a marketer in between those steps.”
Director of Customer Analytics & Marketing Operations, Christopher & Banks
Using Clario, Abby and her team can get instant answers to questions like: When are certain customers most likely to buy? What do they purchase? What marketing motivates them?
“It’s really cool to be able to not only see the past, but use the past and the present to kind of map out what your future audience looks like,” she says.
With this level of insight, the Level team strategizes intelligently on challenges like winning back lost customers or convincing in-store shoppers to buy online.
Prioritizing empathy – and proving it
Level knows the only way to know for sure what’s working is to test it. Abby credits Clario for helping them make quick adjustments to get the results they’re after.
“Clario allows us to just pull what information we need and do constant messaging tests, she says.”
“The reality is that it’s allowing us to spend our money more wisely,” says Jacquie. “It shortens the learning curves. We can get to success faster than someone who’s just throwing things at the wall and hoping they stick.”