Innovation with artificial intelligence and automation
Professional hockey player, Lee Moffie, co-founded State & Liberty to create the perfect fitting apparel for men with athletic builds. They were able to achieve this by basing clothing measurements on professional hockey players. The brand offers shirts, polos, pants, and coats with their athletic-fitting, performance fabrics.
Accurately creating segments was a manual and time consuming process. The lack of time and resources required their marketing team to do guesswork on customer behavior, send times and frequencies. This resulted in treating most customers the same regardless of where they were in the customer lifecycle. They were also seeking more innovative marketing features not offered by their traditional linear flow based email provider.