PMT – Play Music Today jazzes up their CX and data strategies

PMT – Play Music Today is the UK’s largest multi-channel music retailer with 15 stores across the UK and a rapidly expanding e-commerce website. The PMT mission is to inspire and enable more people than ever to Play Music Today

Customers expect so much more than the finest instruments and equipment – at unbeatable price-checked value. Whatever level of experience musician you are, PMT provide all the advice, back-up, and after-sales service you need. 

Siloed online and offline customer data

PMT wanted to provide the same personalized customer experience that they offer in-store, through their eCommerce website and digital channels.

With 15 physical locations across the UK, as well as their eCommerce website, PMT has vast amounts of siloed data on their customers that wasn’t being utilized effectively. The data is also wide-ranging to reflect their different types of customers – from those just starting out with their first instrument, to professional musicians looking for top of the range equipment.

To create a seamless omnichannel experience, PMT needed to go beyond simply understanding their every customer on a more granular level. They were looking for a solution to help turn customer data into actionable insights to become more insight-led in their marketing. 

One key objective of PMT is to bring together offline and online transactions, creating a unified customer profile for each individual across all channels. By doing so, this will help to segment and create personas based on the specific instrument or instruments played, and the level each musician is at. Tying up this data will also enable PMT to create a picture for each individual and predict their next action as well as purchase for enhanced personalization.

MAPP HELPED PMT UNIFY THEIR DATA AND UNDERSTAND THEIR UNIQUE CUSTOMERS

By consolidating their marketing technologies and bringing everything under one roof, Mapp has helped PMT to unify all their customer data and make it easier to gather valuable insights from it.

The PMT eCommerce team is now able to fully understand their unique customers and ensure they are receiving relevant communications, via the right channel, and at the right time. This is crucial given the different musical interests that PMT’s customers have.

With the support of Mapp, PMT will be going beyond timely messaging to look at the relevancy of their communications based on interests, ability, and instruments played. This level of personalization aims to help customers have the right instrument for their level as they progress musically and develop their skills.