“We have a couple different personas, but our price points aren’t the lowest so we need to find women moving into their peak earning years who are willing to drop $1,000, $3,000, $5,000 on outfits every few weeks,” Berman said.
In order to do this, Intermix uses geofencing and lookalike modeling, although it has yet to experiment with beacons since it’s prioritizing its data and technology strategy before taking on too many new channels at once.
“Personalization is what built our brick-and-mortar presence, and now we are figuring it out for digital and mobile,” he said. “We are balancing so much data about where shoppers live and what their purchase habits are, that we do worry we will go overboard with the personalization. We want a targeted experience, but don’t want a Target experience.”
On the back end, Intermix is rebuilding its entire database in order to put data it’s collected for 21 years to good use, as well as introduce more predictive marketing technology into the mix, Berman said.
“Intermix wasn’t a web-first business, but as we’ve shifted, we want to be responsive to internal stakeholders who may want to access data we have,” he said.
As part of the migration to digital, Berman claimed the brand is tripling its headcount for web-based initiatives and developing a digital native team responsible for managing four planned technology upgrades.
Mobile is also a huge initiative, partly influenced by parent Gap Inc. in its respective push to become mobile-first. It just launched a mobile site with a responsive site planned for fall. Within a month, all email campaigns will be mobile-ready, Berman said.
Like brands Wine Enthusiast and 1800Flowers, which were also in attendance at Criteo Live, Intermix has used “an attribution platform acquired by AOL, now Verizon.” (In other words: Convertro.)
“We have [lost] a ton of [margin] discounting for people who didn’t need or want one, so we need to do a better job of segmenting,” Berman said.
He said ensuring proper discounting is a people and tech problem, and that Intermix’s growing data science team will be charged with applying new segmentation analysis and improving its attribution strategy to tackle things like discounting and win-back campaigns, which will improve margins.