As a pioneer of beloved immersive, in-person experiences, American Girl faced a particularly daunting challenge to its business model and brand experience amidst pandemic retail limitations. GlueIQ partnered to quickly help expand their current avenues of imaginative play for new and existing fans all over the world.
Bringing the American Girl customer-centric experience to life in new ways would mean addressing American Girl’s processes, people and technology stack and priorities.
The core GlueIQ team began to uncover broken value streams and underutilized eCommerce platform capabilities, leading to a formal series of recommendations & growth strategies over a six-week period. Additionally, working directly with American Girl business, IT and vendor stakeholders, our embedded partner model and hands-on work advanced the overall relationship from that initial assessment to clear, explicit ownership of key initiatives.
A highly personalized customer experience found new forms. Glue IQ UX and business teams led the discovery for a revamp of key American Girl initiatives, including its revered Create Your Own doll experience (2021), their award-winning rewards program (2020), and Wishlist, to name a few.
Strategies for connecting got smarter. GlueIQ focused on empowering the business to rapidly deploy campaigns targeting key audiences, coordinate into a broader A/B testing strategy and prioritize the roadmap. The GlueIQ team actively formalized a personalization framework, developing an active use case library and execution cadence coordinated between key cross-functional stakeholders.
Our passion for outcomes is brought to life in ongoing support and expertise. As integrated partners, the GlueIQ team is able to quickly support and provide guidance on how to resolve issues or handle new requests using the existing tech stack and provide added business support with merchandising launches and IT releases.
The UX focus enabled the business to elevate exposure of rewards benefits to customers and encourage new enrollment
Boosting exposure of selected products within key recommendation locations helped reduce inventory concerns and deliver against key business priorities
Integrating Tealium AudienceStream, with connectors into Adobe Target and Adobe Campaign, expanded the eCommerce team’s ability to personalize in-the-moment messaging to key segments across channels