How Hibbett harnessed customer data to optimize its marketing investments and build brand loyalty

This could sound like an obvious statement, but did you know that Customer loyalty isn’t built by chance? It’s built by understanding customer behaviors, preferences, and needs at every stage of the customer journey. And that understanding is fueled through leveraging customer data to drive the customer journey.

In this webinar, “Strategies to Build Loyalty & Maximize Revenue”, you’ll hear the story of Hibbett, an athletic-inspired sneaker and apparel retailer with over 1,000 retail stores across 36 states, and its journey to gain a more precise understanding of its customers through data and to put that knowledge to use to create stronger customer loyalty.

Listen as Kayla Brown, Director of Customer Lifecycle at Hibbett, and Kim Welther, Vice President, CRM & Loyalty at Baesman, explore Hibbett’s experiences in harnessing customer data to optimize its marketing investments and build brand loyalty.

Key takeaways from the discussion, hosted by Wise Marketer Managing Editor Bill Hanifin:

• Hear practical methods to not only analyze campaigns for success, but also forecast success.
• Understand the framework for aligning loyalty goals with overall brand performance.
• Learn how to set clear KPIs, such as repeat purchase rates, customer lifetime value, and redemption engagement, then tie those metrics back to actionable customer touchpoints.
• Benefit from concrete case studies that show how Hibbett puts these insights into action.

Whether you’re refining an existing loyalty program or building one from the ground up, this webinar gives you the roadmap to transform raw data into stronger, lasting customer connections.

Kayla Brown is the Director of Customer Lifecycle at Hibbett

And is focused on transforming the customer experience through innovative lifecycle marketing and the strategic integration of personalization.

Kayla leads a team responsible for managing cross-channel email and mobile marketing, CRM, loyalty, paid media, and affiliates, all with the goal of creating more relevant, data-driven customer experiences that strengthen the Hibbett brand.

Kim Welther is Vice President, CRM & Loyalty at Baesman

Kim leads Baesman’s loyalty, data, and strategic initiatives. She is tasked with driving client growth, customer acquisition, and creating data-driven retention strategies.

Before joining the Baesman team, Kim spent more than a decade at Victoria’s Secret in Direct-To-Consumer campaign strategy and analysis.