Faced with the industry-wide challenge of personalization in a post-cookie world, Dr. Martens has partnered with customer data platform Amperity to get a better grip on who their customers are—and how to reach them. With hundreds of stores and sprawling digital properties, the iconic British brand needed a single view of the customer. Amperity's AI-driven tools now help unify fragmented data across channels, making it easier to engage people meaningfully while staying privacy-compliant.
One standout feature? Amperity built its own version of ChatGPT to let marketers at Dr. Martens query their customer data in plain English. So instead of submitting a request to analytics and waiting a week, marketers can now ask, “Where are all my best customers who stopped shopping in these ten cities?” and get actionable insights, fast. That agility is already paying off: in a test run, Amperity identified 24% more high-value customers—individuals who accounted for a whopping 60–70% of revenue—just by linking disparate data trails like multiple email addresses.
What makes this even more powerful is the journey mapping. Dr. Martens can now see not only what type of boots someone bought, but also whether they picked up accessories like polish or double socks, and even how best to care for them. It’s AI with a steel toe: grounded in product utility, but stepping boldly into the future of identity-driven marketing. And while they’re not using agentic AI yet, Amperity says they’re testing it elsewhere—potentially setting the stage for even deeper predictive capabilities down the line.
Read more at MediaPost.
