Adventure clothing retailer Cotswold Outdoor has invested in new marketing technology to support its growth strategy.

The brand has also recently implanted an omnichannel solution Call Intelligence from ResponseTap to manage its 80 stores throughout the UK and its e-commerce proposition.

James Schlesinger, digital marketing executive at Cotswold Outdoor, said: “Our customer base has traditionally been a more mature demographic that continues to value the role of the phone during the research and decision making process.

“As the brand has evolved towards having an online focus, we are looking to acquire a younger audience, but I am keen for us not to alienate our existing customer base. The phone must therefore remain a considered part of our online strategy. However, without Call Intelligence in place, we had a data blind spot. We didn’t know which marketing channels were driving the calls.”

With the new solution, the retailer can now accurately streamline and enhance marketing activities at every touchpoint of the customer journey, while the new website will also help to identify where further adjustments are needed to boost the user experience.

Schlesinger concluded: “This is really only the beginning of our omnichannel journey. The phone is a key part of our digital marketing strategy moving forward.”

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