Mizuno tones up online performance with personalisation

International sportswear brand Mizuno has seen a 6.7-fold return on its investment and grown its customer database by 13,000 in three months, since partnering with enhanced personalisation platform Wunderkind (formerly BounceX).

The company says its improved online performance has led to an increase in shopper engagement and sales. Using Wunderkind’s real-time identity network, Mizuno has been able to recognise new and returning users to its site and deliver the right message to the right customer using intent-based triggers to communicate with them.

Wunderkind is now said to be Mizuno’s fifth-largest channel in terms of online revenue.

Mizuno caters for a wide variety of sporting disciplines – including running, football, golf, swimming, tennis, and netball, which makes its customer demographics vary considerably. Because its target audience is so diverse, the company said it recognised the need to engage with new and potential customers in a more personalised way.

This need was accelerated by the pandemic – as lockdowns closed gyms and cancelled grass-root team sports, and consumer behaviour and demand for sporting goods increased dramatically.

As an example, high-end online exercise and bike firm, Peloton, announced earlier this month that it had passed $1billion in sales in the last quarter, while downloads of fitness apps grew by 46 per cent globally in 2020.

Amarena Diaz, director of digital marketing & eCommerce at Mizuno, said:

“The right marketing mix is the key to attracting and connecting with our various audiences across our growing list of sport categories as a global brand. To support this, activating personalisation and enhancing targeting will continue to be a top priority. Wunderkind helps us to accelerate these processes.

Wunderkind has enabled us to capitalise on the shift in consumer behaviour we’ve seen during the pandemic to drive significant revenue for our business.”

Danielle Auerbach, senior director of customer success at Wunderkind, said: “A lean and agile team, Mizuno has ambitious plans for this year and beyond.  During the Covid pandemic, we helped Mizuno to identify and capitalise on changes in user behaviour. Behaviour-based triggered emails and automated features on the website made it easier to adapt to unexpected changes. Going forward, Mizuno can feel confident in their ability to adapt quickly when needed and drive business growth.”

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