British footwear retailer Schuh is working with marketing technology company FusePump to gain better control of its dynamic online marketing, and improve performance.
FusePump will manage Schuh’s product inventory, using web-scraping technology to access the information from Schuh’s website on a daily basis. This information can then be turned into product data feeds, checked for quality and enhanced to various specifications, and distributed to channel marketing partners Google, Affiliate Window, and Struq. The partnership, finalised in January 2015, also involves FusePump making improvements to the overall quality of the data Schuh sends to marketing partners and providing consultancy and account management on a proactive basis.
Kieran McAlpine from Schuh commented: “We are delighted to be working with FusePump, who are taking a very hands-on approach to account management and monitoring data quality and partner relationships. With up-to-date and complete data, we are hoping to see improved performance in our Google Shopping listings, our affiliate marketing through Affiliate Window, and
consumer retargeting with Struq.”
Using their tracking solution, FusePump will be able to monitor performance in these three important eCommerce channels. After analysing performance data, FusePump’s client services team will work with Schuh on further data optimisations that should improve product ranking and consumer engagement within these channels.
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