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For custom apparel brand Indochino, the preference for proprietary extends beyond its products. The 12-year-old, Vancouver-based business does most of its media buying in-house, and has for most of the company's history. In 2017, it built its own attribution system to better determine the effectiveness of different marketing channels and unite online and offline data. And it operates off of its own proprietary point-of-sale system that it's installed in all 45 of its showrooms across the U.S. and Canada.
In the past, Foot Locker had to figure out how to market products from companies like Adidas and Nike after it had already been created. Now, CMO Jed Berger and Foot Locker are working more closely with vendors to develop product exclusively for their stores, using customer data and insight from Berger’s marketing team that its vendor partners don’t have access to.
At the Modern Retail Virtual Forum, we’ll bring together senior retail marketers online to discuss the challenges they’re facing and the solutions they’re seeking in the era of smarter retail.
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