Data-Driven Marketing Allows Bentgate Mountaineering to Uniquely Target the Large Realm of Outdoor Sports Enthusiasts by Segmenting Their Customers and Personalizing Outreach
GOLDEN, COLO., August 25, 2021 – Ascent360 announced today that Bentgate Mountaineering, an outdoor retail shop located in downtown Golden, Colorado, has added the Ascent360 data-driven marketing platform to their toolbelt to set themselves apart as a specialty destination store (climbing, biking, skiing, etc.) and to build a stronger customer community for outdoor sports. The platform will allow them to segment different customers, both new and returning, and cater to their specific interests with personalized messages.
Bentgate has been a one-stop shop for the Colorado outdoor lifestyle since 1994. Their product lines range from summer sport essentials like climbing, hiking, and camping gear, to Backcountry Skiing necessities like Avalanche gear, split boards, Touring boots, and more. Their store also offers specialty services like boot fittings, rentals, and equipment tune-ups. John Weir, Marketing and Ecommerce Manager at Bentgate, is really encouraged by the easy automation of Ascent360 and the ability to build intuitive, high-impact campaigns. “Email is still such an amazing platform for effective marketing but creating customer lists in Lightspeed and transferring them to an ESP was too inefficient and granular,” he said. “We are really encouraged by Ascent360’s automation and how quick and easy the platform is to set up.”
Because Bentgate’s customer base spans a wide range of outdoor enthusiasts, it’s important for them to be able to tailor their messaging toward different interests. Ascent360’s powerful data hygiene engine ingests the customer data from Lightspeed, aggregates it, and cleanses it for a “golden record” of every customer. This allows them to determine what their customers want and need based on demographics, location, past purchase history, and other identifying factors.
The Ascent360 platform will also be a powerful tool to help Bentgate engage their customers even as they adapt to changes caused by the pandemic. For example, COVID-19 has impacted the availability of backpacking equipment nationwide and customers can’t always walk in and get the gear they want immediately. However, using segmentation and personalized messaging through Ascent360, they can continue to connect with their customers about new products, warranties, servicing, and other information regarding their existing gear to maintain a strong relationship until inventory is back in stock.
Another benefit of the data-driven marketing platform that John and his team are excited about is the ability to create a personable, welcoming environment in an industry that can sometimes be intimidating for beginners to break into. Scott Buelter, CEO at Ascent360, shared his thoughts on this as well, saying, “Not every customer will resonate with the same type of outreach. An email intended for skiers showing experts doing intense tricks will not engage a skier who prefers more casual skiing, and vice versa. That’s why knowing exactly who each of your customers are and their unique preferences is an incredibly powerful tool — and one that every retailer should have in their belt.”
About Ascent360:
Ascent360 is a leading Data-Driven Marketing Platform for mid-market business-to-consumer (B2C) companies. Founded in 2013, Ascent360 helps businesses understand their customer base, nurture authentic lifelong relationships and drive sales by sending messages that matter. Today we manage numerous databases for clients across brand, retail, e-commerce, and resort segments. Ascent360 seamlessly integrates with over 100 data systems, and our sophisticated segmentation and data hygiene engine provides a clean, unified view of customers. Clients rely on our library of proven, automated marketing campaigns to easily send personalized 1:1 messages at scale.
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For more information, visit https://ascent360.com/ or contact Heather Knutson: 720.728.3362 or hknutson@ascent360.com.
