by Larry Mead, Kate Kompelien and Kurt Schroeder
Leatherman Teams Up with Avtex to Strengthen Customer Relationships and Expand Direct-to-Consumer Sales
To begin the transformation, Avtex helped Leatherman create a visual representation of existing customer journeys. These journeys enabled the integration team to see the individual experiences customers had with the brand and helped inform a higher-level understanding of their pain points along the way. From there, the team set to work on deploying a Dynamics 365 solution that would better facilitate these journeys and connect them to personalized marketing messages across channels, including the brand's email marketing program.
While retail channels remain an important part of a winning strategy, customers increasingly seek out direct relationships with the brands they trust. With this in mind, strengthening our D2C (direct-to-consumer) channel was an important way we could continue to meet our customers' needs long term.Liz Lee, IT Director | Leatherman