The Challenge

Positioned as a very high touch and personalised business, the in-store experience has not necessarily been supported by the digital experience, which is seen to be lagging other retailers. In particular, the ability to track customer behaviour and guide customers to buying decisions through their lifecycle was not possible. Customers were abandoning shopping carts, and M.J. Bale were unclear on how to reduce the leakage.

Enter Interaction Studio!

The Approach

Merkle used interaction studio to track visitors across the website, understand their affinities and deliver product recommendations at key moments.

Merkle started the engagement by working with M.J. Bale on audience design and mapping affinities by audience. This led to a series of new journey designs across web and email channels, supported by providing copy and a new messaging strategy designed to drive persuasion to the relevant channel.

Merkle then helped activate Interaction Studio on the M.J. Bale website which enabled ongoing tracking and measurement.