#397: Carter’s: Engaging the Next Generation of Customers with Creative Campaigns and Conversations

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Founded by William Carter, children’s apparel retailer Carter’s is nearly a 165-year-old company that helps parents navigate parenthood. Today, the company operates more than 1,000 stores worldwide. Carter’s family of brands—including Carter’s, OshKosh B’gosh, Little Planet, and Skip Hop—are recognized across the globe and available online and in Carter’s owned stores, while exclusive lines can be found at the brand’s retail partners, such as Walmart, Target, and Amazon.
To learn about the recent updates to Carter’s loyalty program and how the brand is intentionally addressing the challenges and perceptions of parenthood, Loyalty360 spoke with Jeff Jenkins, CMO at Carter’s. Jenkins is an acclaimed marketing professional with extensive experience in multiple industries and has been with Carter’s for five years. In his role, he oversees marketing, brand strategy, customer insights, business intelligence, communications, creative, visual merchandising, PR and customer service experience, and more.

In this interview, Jenkins discusses the concept behind the “More Than Just Cute” campaign, appealing to the next generation of customers, and how platform integration needs to work in a martech stack to create a seamless customer experience.

Chapitres

1. #397: Carter’s: Engaging the Next Generation of Customers with Creative Campaigns and Conversations (00:00:00)

2. Intro (00:00:02)

3. Tell us more about Carter's Rewards (00:02:06)

4. Carter’s “More Than Just Cute” campaign (00:04:17)

5. How does Carter’s measure success (00:06:45)

6. What does next generation customer loyalty mean to Carter’s (00:09:40)

7. How has Carter’s Rewards and initiatives like “More Than Just Cute” spark and cultivate emotional loyalty with customers (00:11:28)

8. Challenges in understanding and keeping up with technology (00:13:22)

9. Are there other programs you admire/are loyal to from a customer loyalty perspective (00:16:31)

10. What can Loyalty360 do to help you and Carter’s with your customer loyalty efforts (00:19:02)

11. Quick-fire Questions (00:20:37)

12. Outro (00:22:13)