260 Sample Sale turns social conversations into lasting customer connections
- Home
- New York City
- Business
- In-store & online sample sales
- Website
- 260samplesale.com
Laura DiGiovanna
Head of Marketing, 260 Sample Sale
Laura DiGiovanna and Mike Simmons explain how 260 connects its social community to email marketing and brings marketing and customer care together.
And Scrollmark just lets us reply to every comment. Engaging all customers that are excited about the events that we're running, not just the first few dozen.
Unifying customer data with Social CRM
Social was the home base for 260's marketing, but customer conversations were spread across social channels. Scrollmark brings those conversations together in one place and keeps a separate, persistent profile for each customer, with their history, interests, and context attached.
260 already used Bloomreach as its customer data platform and for email and SMS marketing. Scrollmark gave the team a way to connect its social conversations to that existing system.
With social context connected across its marketing stack, 260 has a cleaner customer data model to work from. Each interaction adds to the relationship, giving the team the context to personalize the next message and keep the experience consistent from a social conversation to an email or SMS.
Growing loyalty on social
260 also connected social advocacy to its existing Yotpo loyalty system. Its tagging and engagement journeys were built to recognize a shopper's mention or tag, ask for an email, check membership, and reward 260’s most active advocates.
Together, the Bloomreach and Yotpo connections make social part of the wider customer experience: a place to discover the next sale, share an interest, identify yourself, and continue a relationship with the brand.
Bringing marketing and customer care closer
Scrollmark gave marketing and customer care a shared place to manage the conversation. The same agent answers support questions and helps interested shoppers take the next step, such as signing up for email updates. Replies stay in the brand's voice, and questions that need a person reach the team for attention.
For Mike, that means turning interest in a sale into opt-in email signups so 260 can follow up after the conversation. For Laura, it means clearer ownership of what is being sent and a place where she and Mike can work on flows and journeys together.
So Scrollmark coming in really gave us a platform that did have ownership over what was being sent that now Mike and I can work on together.
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