Society Footwear has set up a transactional footwear site as it looks to harvest consumer data for product development, marketing and customer communications.
The site, www.mrsmarcos.co.uk, went live this week. Society Footwear, a distribution arm of the Fresh Footwear group, which holds the UK licences for brands including Rubber Duck and Blowfish Malibu, will use it to analyse consumer buying patterns.
According to Society Footwear managing director Phil Booth, online presence is as much about monitoring consumption trends as it is about transactional sales.
All of Fresh Footwear’s brands, which also include Feud London, Glorious, Morgan, Native and the recently launched Spanish brand Xti, will be available on the Mrs Marcos site, as well as Firetrap, which it lost the licence for last year. The company will also use the site to trial new lines and brands.
Booth said: “We will use the information we collect about our consumers, including age and buying trends, to develop targeted marketing campaigns for use throughout Fresh Footwear’s wholesale business.”
Booth added that the website would also give the brands an outlet for clearing stock.