About VANS
Since 1966, Vans has been the go-to shoe brand for skateboarders, surfers, and creative “kids of all ages” around the world.
Sprocket’s Full-Stack Customer Profiling Method helps Vans better understand new customers and drive personalized engagement.
The Challenge
Vans has been popular with skateboarders and surfers for a long time. But recently, the brand has exploded in popularity beyond the west coast of the US and with consumers who have never set foot on a board. Vans asked Sprocket to help figure out who these “newcomers” to the brand were so that they could better personalize offerings and communications for them.
The Approach
We deployed our FULL-STACK profiling methodology that began with in-depth customer interviews to uncover key themes about what unites and separates different groups.
We then fielded a custom quantitative survey to uncover customers’ values, goals, needs and to measure important factors their connection to the Vans brand. We used unsupervised machine learning to uncover four different customer segments, and through “day-in-the-life” mobile journaling, we uncovered each profile’s unique POV toward fashion as well as what was in their closet.
Finally, we built a set of predictive models to write these profiles back to Vans’ internal database so that they could easily activate each newcomer customer group via targeted, personalized communications.
Retail
Analytics
Customer Profile
Data Science
The Result
Vans gained critical insight into who their new customer groups are and those “operationalized” profiles allow them to better personalize communications that increase engagement and purchase conversion.
