A Perfect Marketing Marriage

Applying a proprietary approach, Proclivity’s technology platform calculated the real-time economic values that buyers expressed for purchasing a wedding gown, enabling the retailer to deliver messages to those with high value vs. those with low value.

Not only did Proclivity improve the standard results against the key performance indicators, it found more people that were in the market for wedding gowns. It also reduced the number of emails delivered to the wrong individuals, effectively leading to a decrease in unsubscriptions. This was crucial, especially when dealing with wedding-related products. The last thing you want to do is upset those that begrudgingly think of themselves as always a bridesmaid but never a bride.