Location marketing works best when it’s part of a larger ecosystem to support a brand. That’s one lesson learned from Red Wing Shoes winning a Stackie award from Third Door Media, publisher of sites such as Marketing Land and Search Engine Land.
The Stackie Awards are given to companies that create the most effective visual depictions of their marketing technology stacks (or the technologies that companies use to support their marketing). Red Wing Shoes, a SIM Partners client, was one of six winners among the 57 entrants for the following depiction:
The Red Wing martech stack shows how the footwear retailer harnesses and automates data to drive customer personalization through the right channel, with the right message, to the right person, at the right time. And the SIM Partners Velocity platform is an important part of that stack, as you can see in the Web/Content section of the graphic.
For the past few years, SIM Partners has been working with Red Wing Shoes to turn consumers’ “near me” searches into in-store purchases. Red Wing Shoes maximizes visibility for its hundreds of stores by relying on the SIM Partners Velocity to optimize content and data for its location pages. As we announced in 2016,
Velocity Location Data Management manages, distributes and monitors Red Wing’s store location data (including name, address, phone, store hours, and other key attributes) to ensure store locations are visible when and where consumers are looking for footwear or workwear. With Velocity Publishing, store locations are able to create contextually relevant content and experiences to convert searches into store customers. One-to-many publishing enables store managers to update their pages, including localized content on services provided and brands carried, while custom workflows and moderation ensures content and messaging stays on-brand.
Through our relationship, we help Red Wing make its brand more relevant and personal especially to mobile shoppers, who use their mobile devices to find the right location at the right time when shoppers need to replace their footwear. In turn, Red Wing Shoes relies on myriad technologies to manage the marketing automation, sales enablement, and analytics required to plan inventory, fulfill orders, and manage a host of other functions.
SIM Partners is proud to support Red Wing Shoes as the company builds a powerful brand based on data, insight, and great products. For more information about how your company can enhance their marketing stack with Velocity, contact us.