Omnichannel retailing is the evolution of multi-channel retailing and concentrates all available shopping channels making marketing more efficient with offers that are relative to a specific consumer determined by purchase patterns, social network affinities, website visits, loyalty programs, and other data mining techniques.

Through Certona’s patented technology, Steve Madden expects to identify new and specific customer segments, and then strategically target content by segment. As shoppers navigate Steve Madden’s interactive digital ecosystem, they will receive targeted content and product recommendations that most appeal to their individual tastes. 

“The Steve Madden shopping experience is focused on connecting customers with the fashion and products they love, in a way that is personal, unique and targeted toward their personalities,” said Mark Friedman, President of ecommerce for Steve Madden, adding: “We see great potential in working with Certona to extend this one of a kind personalization and superior shopping experience to our customers.”

According to the press release issued by Certona, Steve Madden will set granular rules within the platform to ensure it is closely aligning initiatives with customer preferences and activity. This is complimented with deep testing and reporting capabilities that provide visibility into how specific campaigns, products and content are resonating with shoppers.

Meyar Sheik, CEO of Certona, said the partnership “will enable Steve Madden to best connect and engage with their loyal community while delivering the most personalized customer experiences across their touchpoints”.