How Men’s Wearhouse Uses Zero-Party Data to Foster Repeat Customers

Revitalized data collection strategy converts one-time shoppers into returning customers

Men’s Wearhouse wanted to turn one-time customers into returning customers, and to do so needed a solution to learn as much as possible about each first-time customer that came in the door.

That’s no small challenge, given how little time there is to capture information during an initial visit. But because the store does such a robust rental business, such as tuxedo rentals, it implemented a strategy that leveraged the rental process into a zero-party data collection juggernaut.

The men’s clothing retailer introduced a post-rental survey built by Marigold to gather key insights from customers. Using style and preference data collected from the survey, Men’s Wearhouse was able to make recommendations and direct customers to new products and items.

Using a virtual style assistant, Men’s Wearhouse deepened connections with customers by learning about their personal style likes and dislikes. Collecting this zero-party data, directly from their customers, helped transform potential one-time rental customers into repeat shoppers.

Virtually collecting self-selected customer data not only helps Men’s Wearhouse make product recommendations based on size, type and occasion.

Men’s Wearhouse didn’t stop there. It nurtured a deeply connected experience by building a personalized email campaign. Using the outcomes of the survey, the retailer followed up with customers via email to reinforce the personalized recommendations, encouraged site visitation and eventual purchase.

As brands look for new ways to engage with customers and build new relationships, email marketing emerges as a top conversion driver. According to the Marigold Consumer Trends Index, email marketing is 108% more effective, globally, at driving purchases than traditional banner advertising. Personalized email marketing campaigns drive an even greater impact on influencing purchases (139%) in the US.