GLD GROUP TACKLES THEIR ANALYTICS, PERSONALIZATION AND CUSTOMER ENGAGEMENT STRATEGY

GLD Group are specialists within the sports and fashion industry. They hold the UK licences for Umbro, Superga and Sebago, and are the brand owners of Amplified clothing and ADDICT.  GLD’s team have over 100 years of combined experience in the development and marketing of sport and fashion products. Having worked with some of the world’s largest and most dynamic businesses their structure is designed to provide the best in the key value add segments of the supply chain.

With a relatively small-sized but powerful marketing team, GLD were looking for an easy-to-use yet advanced platform to support them with the next phase of growth. After a thorough review of the market Mapp Marketing Cloud was selected for its Insight-led approach to personalisation and customer engagement.

We‘ve spent a number of years thoroughly reviewing the market and we’re confident we have chosen a partner in Mapp that can help us become more data-driven across the business. We’re really excited to expand from fairly limited personalization capabilities and to start testing out more dynamic content tactics across our brand portfolio. The GLD team are looking forward to becoming more insight-led and seeing the great results we can drive through our partnership

Ian McCullagh

Head of eCommerce, GLD

GLD NEEDED A PLATFORM TO SUPPORT THEIR DATA REQUIREMENTS

GLD had outgrown their previous vendor and were looking for support in their rapid growth ambitions whilst minimizing the workload for their smaller team. It was important to have the ability to easily share content, journeys, and learnings between their brands to reduce replication and drive efficiencies.

The marketing team wanted to unlock the full potential of their customer data and needed a Customer Data Platform that could help them to unify all their first-party data in one solution.

Additionally, GLD needed to visualize key performance analytics across all their digital marketing activity to easily see what campaigns were more successful and understand the most efficient paid advertising channels for each brand.

GLD SCORES BIG WITH MAPP CLOUD’S PERSONALIZATION CAPABILITIES

After a thorough review of the market that spanned over the COVID-19 years, GLD chose to partner with Mapp for all their brands and to start leveraging our insight-led customer experience platform: Mapp Marketing Cloud. GLD will also be supported by Mapp’s Customer Success Team who will act as an extension to their own internal teams and help them to maximize success using the tools available.

Drawing on real-time customer insights from Mapp Intelligence, GLD will be focusing heavily on how to action their customer data to maximize personalization capabilities and start to deploy smarter marketing campaigns. GLD will be rolling out dynamic content across marketing, transactional, triggered email messages, and across their different websites. Some examples of this dynamic content include persona-based targeting and advanced product recommendations within emails.