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Stirista & Client Great Clips Win 2017 Silver International ECHO Award

The winners of the 2017 International ECHO Awards competition – the world’s most prestigious awards for data-driven marketing and advertising – were announced October 8th at the Data & Marketing Association’s &Then17 conference. Retailer Great Clips (Minneapolis, MN), a client of Stirista, garnered the Silver ECHO honor for its “Journey 121” digital marketing campaign for customer acquisition, retention and win-back strategies.

Besides Great Clips, agency, data and tech partners for the Journey 121 campaign include: Stirista (1:1 digital delivery via email and display), Stone Arch Bridge Group (Journey 121 marketing portal), Sparkfly (tech integrator for point-of-sale, dynamic landing pages, mobile/digital attribution), and CCG (1:1 print, direct mail).

The ECHOs, now in their 90th year, attract hundreds of entries from all over the world and are judged by 240 global advertising and marketing executives based on three criteria: innovative strategy, breakthrough creative and “wow” results.

“The Great Clips customer journey initiative is exemplary in its bringing together client, agency, data and ad tech partners all focused on defined business objectives set by the client,” said Stirista CEO Ajay Gupta, who also spoke at the DMA &Then17 Conference’s Emerging Tech Forum about the campaign effort and who accepted the award on behalf of Great Clips. “The discipline to break down data silos, analyze Great Clips customers’ needs, and execute relevant messages based on customers’ preference, location and transaction data helped to deliver the triple-digit return on investment generated by the campaigns.”

“At Great Clips, we invest in knowing our customers well – and to allow our over 4,400 salons across the United States and Canada to engage with them efficiently, effectively and in a manner that reflects the personality of our company,” said Heather Briggs, senior director of marketing planning, Great Clips. “Stirista, in its targeted digital and email delivery, is indispensable in this effort, as are all our ad partners. We are thrilled to win the ECHO award from our industry peers. This is both an exciting and challenging time for retailers – and we truly believe in applying a data-driven approach to building brand engagement and, importantly, achieving business goals.”

About the Great Clips Customer Journey 121

Great Clips’ customer journey strategy is designed to devise and implement corporate and franchise integrated marketing programs that incrementally and profitably increase customer visits using targeted, timely promotions across channels, through use of a data-enriched “applied learning” marketing portal and platform called “Journey 121.”

Customer transaction and type of haircut information are captured for each visit, which allows Great Clips to segment and market to customers based upon visit frequency, personal haircut style and salon proximity.

Prospects and customers are modeled using geographic and demographic information to score and select “best” prospects to match with creative that resonates with each customer or prospect’s life stage. Great Clips then implements 1:1 marketing programs with franchisee participation.

About Stirista

Stirista is a data-driven marketing agency that specializes in blending first-party and third-party data to power client campaigns across digital, email, and social channels. Stirista's omni-channel marketing approach helps clients generate real conversions and leads. With some of the most comprehensive real-time databases in the world, Stirista gives clients a 360-degree view of future customers. For more information please visit www.stirista.com.

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