US retailer, Party City has discussed its strategy for digital interactions in an article in the Wall Street Journal.
Shannon Symalla, cmo of Party City, talked to WSJ about the retailer’s new marketing strategy, which placed an omnichannel, customer-centric approach front and centre.
Party City said it is using digital marketing to better understand its customers and subsequently tailor campaigns to suit their needs and target them based on the moments that matter to them and how they are celebrating.
The data has shown that Party City’s average customer is celebrating about eight times a year and those moments include personal celebrations as well as major holidays.
To read the interview, head to Wall Street Journal.
