American Eagle Franchise
MARKETING STORY
“Live your life”, that’s the motto and primary campaign for American Eagle Outfitters. That’s exactly what their target customers, Millennials, do – they live their life with very little brand loyalty. Millennials love you one minute and move on the next. So, how does American Eagle Outfitters communicate and have a relevant conversation when one side doesn’t come to the party? They make the party really relevant and data-driven!
Founded in 1977, American Eagle Outfitters’ current yearly revenues are $5.32 billion. With more than 1,000 retail stores globally, American Eagle Outfitters is facing a common retail challenge—finding the right mix between digital and brick-and-mortar retailing; hence, the global franchising policy of the American Eagle Outfitters stores through the American Eagle Franchise licensing opportunities was initiated.
American Eagle Outfitters focused on the foundation of their environment, integrating all customer data and then implementing Teradata Marketing Resource Management (MRM). Marketing teams needed the agility to send out multiple campaigns on multiple channels and create those relevant conversations. Campaigns that used to take six to eight hours now take just fifteen minutes to create.
American Eagle Outfitters Continues Global Expansion into Asia, Europe, Africa, the Middle East, the Caribbean, and the rest of the world with New License Agreements through franchise.
Now, AEO is sending over 5 BILLION emails a year and getting the open rates and lift they’ve been looking for. The typical open rate is 7 to 8%, and when they specifically segment and personalize, it’s 50%. Huge. Then it’s all about converting to the purchase. For that, they look to the data.
Innovation and creativity are the hallmarks of American Eagle Outfitters. They’re always trying new campaigns and taking their cues for the next with closed-loop analytics. A Christmastime campaign focused specifically on customers who didn’t respond. After providing the non-responders with updated and more targeted offers, AEO marketers were able to start a conversation and convert them to purchase, making it a very Merry Christmas for the customer and AEO.
American Eagle Outfitters also partnered with a telecom company using geospatial coordinates to send location-based offers, via text, near their stores to customers who had downloaded their app.
