In response to data protection laws in California and Europe, as well as big Tech policy changes, customers are increasing their efforts to collect their customers’ personal data.
Archery product maker Pure Archery Group has been on a three-year hunt for customer data, according to its director of marketing Jeff Suiter. Like other consumer product manufacturers, the Oregon-based sporting goods marketer which makes products for hunting and backyard target shooting, including Bowtech brand bows with model names like Guardian and Revolt has worked to establish direct relationships with its customers. And the pandemic provided an opportunity to deepen those connections as well as the brand’s database.
In April 2020, as the COVID-19 pandemic started to become very real for small and local merchants, Pure Archery Group sent emails to people in its customer database who lived in areas with nearby dealers. The emails offered $100 off a Bowtech bow to people who booked an appointment at their local shop. But there was more to the exchange than a discounted sale to spur foot traffic