Florsheim Shoes guides its online strategy with Polytab attribution

Florsheim Shoes, the iconic men’s footwear brand, has credited Polytab Attribution Technology for providing the business a complete picture on shoppers’ behavior.

Florsheim Shoes has been associated with style, comfort and high quality workmanship ever since the brand’s inception in 1892. The Weyco Group, now the owner of the Florsheim trademark, is managed by fifth generation Florsheim family members with a commitment to preserving the brand’s heritage of quality, craftsmanship and timeless styling. Ted Miller, Director of Ecommerce, partnered with Polytab attribution to get insight on online shoppers and their paths to purchase.

Since launch Polytab has delivered individual level tracking on every shopper in their interaction with florsheimshoes.com. The attribution analytics measures the incremental impact of every touch and impression on the shopping journey.

“Polytab has given a complete picture of the customer at a reasonable price”, says Ryan Wittmann, Marketing analyst with the Weyco Group. “In particular Polytab helped us check in on display vendors – what they were claiming versus what they were delivering.”

“Merchants realize that shoppers interact with multiple marketing channels on the path to purchase. The impact of each channel is incremental and has to be measured accordingly. Most advertising technologies use a 30 day lookback window to claim the impact they have on sales. Not only is this incorrect it biases measurement towards bottom of the funnel marketing.” said Varun Madhok, CEO and product manager for Polytab. “The attribution transparency delivered by Polytab helped Florsheim Shoes get clarity on what worked and how to become more efficient. We are very proud to support such an iconic brand in their growth”.

About Polytab

Polytab is an audience tracking and attribution technology that helps ecommerce executives get the complete view on their customers’ multi-channel shopping behavior. Polytab is used by growth-oriented merchants to guide their marketing decisions and to ensure their advertising partners are good stewards of their budgetary allocation. Polytab is built on a proprietary Internet of Things (IoT) platform. The technology gathers data across all clicks and all brand impressions, tracing the cross-device shopper activity to create a comprehensive system of record of the retail ecosystem. These data are harvested in real time using advanced analytics to guide merchants on where to spend next. Polytab is a product from Infernotions Technologies ltd.

About Weyco Group

Weyco Group, Inc. (NASDAQ: WEYS), designs and markets quality and innovative footwear for men, women and children under a portfolio of well-recognized brand names including; Florsheim, Nunn Bush, Stacy Adams, BOGS, Rafters and Umi. The company’s products can be found in leading footwear, department, and specialty stores worldwide. Weyco Group also operates Florsheim concept stores in the United States and Australia, as well as in a variety of international markets.

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Image of Florsheim Wingtips by Mike Bryan used with permission under CreativeCommons 2.0