In this video, Editor-in-Chief Joe Keenan interviews Jennifer Slegers, director of CRM at Carhartt, a heritage American brand known for the highest quality workwear, outdoor apparel, and gear. Slegers discusses Carhartt's brand growth, its work with Bluecore to better understand its customers, and customer retention challenges and how those issues were impacting the business. She details how Bluecore has helped Carhartt understand customer movement and engagement, its work to convert long-term lapsed customers into repeat buyers, and the importance of data automation. Lastly, Slegers shares how Carhartt measures retention success as well as balances marketing messaging with consumers' desire for data privacy.