How Bluecore Helps Carhartt Turn Inactive Customers to Repeat Buyers

Bluecore research found that 74% of a retailer’s customers buy once and then disappear. In fact, most retailers struggle with one-and-dones.

Carhartt used to be one of them. But working with Bluecore, the brand has developed a much better understanding of who its customers are and what they’re looking for. When you understand inactive buyers, who spend 12.7% more than new buyers on average, it becomes far easier to turn them into active — and eventually, repeat — buyers.

“The last couple of years, we really kind of had to dig in deeper to really understand our consumer so that we can go after each one with the right product. And that’s where Bluecore really helped us, is really digging into knowing that consumer,” explained Jenn Slegers, Carhartt’s Director of CRM, recently told Total Retail.

Jenn understands that not all inactive buyers look the same. Carhartt has separate strategies based on how long ago different shoppers have lapsed, and Bluecore’s signal-based automations help the brand reach the right ones with personalized targeting.

“We set up different campaigns based on what you’ve bought, color affinities, discount affinities. If you’ve looked at something and it’s now on sale, we have price drop. We have cross-sell and upsell campaigns based on what people are looking for when they’re looking,” Jenn continued.

To hear more from Jenn, watch her full interview with Total Retail Editor-in-Chief Joe Keenan here.