Finnleys is one of several stores founded by Texas-born Dawn Craig. Based in Nashville, Finnleys stocks a range of trendy clothes for locals as well as outfits suitable for the visiting Broadway-goers.

Established in 2014, Finnleys is a family-owned business (named after Dawn’s youngest daughter) dedicated to helping women feel confident in their clothing. Finnleys aims to provide a personalized shopping experience for every customer.

We talked to Carlie Huss, Creative Specialist at Finnleys, about how they leverage customer loyalty data.

Jordan found Marsello when he was looking for a loyalty program that integrated with Shopify and Lightspeed. The online business was growing, and he needed a way to provide a seamless experience for customers, however they were shopping.

With Marsello, he can offer that. And by connecting all his sales channels, he has access to all his in-store and online sales data in one place. Jordan can also sync all his in-store transaction data into Klaviyo, where he runs email campaigns.

Finnleys' loyalty program, Finnleys Friends, is designed to keep customers engaged and coming back. At checkout, stylists always check if customers are part of the rewards program, and let them know the benefits of signing up if they’re not a member. 

Customers earn points with every purchase, but Finnleys also use loyalty program incentives to boost engagement. Members can earn extra points when they participate in events or tag Finnleys on social media. This generates more organic buzz and awareness around the brand, driving sales in the long run.

Automated loyalty messages run continuously in the background, so members are updated when they earn points or unlock a reward. These all serve as reminders to keep the brand top-of-mind and encourage repeat business.

“This year, our main thing is focusing on and figuring out how we can email different segments and set up different flows to really make sure we're reaching the right audience,” says Carlie. “[It’s] a big thing that Marsello has been helping us do.”

Finnleys uses Marsello's segmentation capabilities to effectively target their diverse customer base, focusing on their three key audience groups: locals, trendy out-of-towners, and Broadway tourists. Each group is served differently, and Carlie has found that the local audience is the most engaged with the loyalty program and email and text campaigns.

By understanding and leveraging the unique characteristics of these key audience groups, Finnleys successfully grows customer engagement and drives repeat sales.

“When I first started, we were doing maybe two emails a week or something like that. But since we've increased that, it's definitely helped our numbers,” says Carlie. 

Now, Finnleys employs a robust marketing strategy that includes sending 4-6 emails per week. These emails serve to keep customers informed about new collections and events. The data plays an important part here: “The demographics change with each location we're looking at and being able to separate those [campaigns] by location has been really huge as well.”

Since sending more frequent campaigns, Carlie has seen marked increases in website traffic and online purchases—proof that just by leveraging your database you can dramatically impact turnover.

Finnleys leverages Marsello's loyalty program and Heartland POS integration to collect valuable customer data, such as emails and phone numbers. This data is instrumental in creating targeted ad campaigns—audience matching is notoriously difficult. With first-party loyalty data, your chances of matching with Facebook or Instagram profiles is significantly higher.

Using Marsello’s Meta audience sync feature, they can reach a highly specific audience. “It was all in Marsello, and I used it for targeting purposes and everything,” explains Carlie. This means Finnleys ads are seen by the most relevant customers, leading to better engagement and higher conversion rates. “It has made it super seamless,” she says.