Tumi’s experience with PebblePost also underscores why the latter plans to develop online programmatic channel partners.
PebblePost provides a way to channel some of the anonymous online profiles to known customers in Tumi’s CRM if it can make a sale and get someone to register for luggage tracking or a warranty, Rayment said.
Shopper marketing is traditionally heavy in direct mail (think retail coupon circulars), and PebblePost also stands to gain by capturing those budgets as they move online.
The online retailer Boxed doesn’t have stores where it can display signage or sell shelf space to brands, but PebblePost helps support its retail trade marketing efforts by connecting brands it works with directly with customers, said Boxed co-founder and CEO Chieh Huang.
Direct mail may seem slow and stodgy to most programmatic tech, but new commerce players are competing for brand budgets and trying to engage customers outside of banners and social media, said David ibnAle, Advanced Venture Partners’ managing partner, who will be joining the board of PebblePost and is an investor in ecommerce retailers Farfetch and Rent the Runway.
“At first glance, one would not expect to be investing in a direct mail marketing platform in mid-2018,” he said. “But younger people have come to ignore banners and native ads and technologists may have to go back to the future to get the best responses.”