Jeans are not the only thing Levi’s is tailoring for consumers.
The brand is teaming up with messaging software provider Cordial to deliver more tailored and exclusive communications to customers around the globe. Levi’s shares details about its partnership with Cordial on the brand’s Off the Cuff blog, explaining how technology enhances consumers’ experience across Levi’s digital channels.
“From product discovery to checkout and every interaction in between, we have to deliver memorable and personalized experiences at every juncture of the shopping journey,” said Jason Gowans, Levi Strauss & Co. chief digital officer.
Related Stories
Cordial predicts behavior and preferred channels by understanding customer reactions to complex variables. It analyzes context beyond open and click rates, and use AI to generate high-performing programs and strategies. The company orchestrate targeted email, SMS, and mobile app marketing and automates personalized triggered messages based on user behaviors, replacing the need for dedicated trigger tech.
Levi’s uses Cordial’s Edge AI technology to keep consumers in-the-know on upcoming product launches and drops by sending alerts via email marketing, push notifications and in-app messaging to shoppers who are interested so that they can be among the first to purchase the products.
“At Levi’s, we believe in cutting through the noise to bring consumers only the most meaningful and engaging updates,” Gowans said. “Our mission is to connect with our fans by sharing stories and information that truly matter, making every alert a moment of inspiration to help them show up as their most authentic selves.”
An effective messaging strategy utilizes an omnichannel approach across several touchpoints and channels, according to Julien Sauvage, CMO of Cordial.
“Levi’s has seen success in communicating about product launches, particularly for the brand’s Limited Vintage Collection drops and collaborations such as McLaren Racing and ADSB Andersson Bell. The brand delivers these messages through a strategic mix of push notifications and email marketing. This partnership allows Levi’s to create personalized messages tailored to shoppers based on their preferred stores and products, ensuring that interactions remain meaningful, engaging, and relevant, and transforming everyday moments into opportunities to inspire and delight,” he told Rivet.
Additionally, Levi’s is utilizing Cordial’s new Revenue-Based Scheduling tool which allows the brand to send messages based on when shoppers are more likely to purchase versus simply their click and open history.
Cordial Edge’s revenue-based scheduling eliminates this guesswork completely when it comes to message timing. “Instead of making assumptions based on basic engagement metrics, it analyzes comprehensive purchase history data to identify exactly when each customer is most likely to buy,” Sauvage said. “For brands like Levi’s, this means every message gets delivered at the precise moment when it’s most likely to drive a purchase—not just an open or click. This strategy prioritizes achieving business outcomes over improving engagement metrics, resulting in a more effective marketing strategy.”
Sauvage said the partnership with Levi’s represents an important shift from reactive to predictive customer engagement. “While traditional platforms struggle with limited data retention and inflexible categorization, Levi’s use of Cordial Edge has already seen tremendous results through the ability to store and analyze the complete customer lifecycle,” he said. “This comprehensive data foundation enables Levi’s to understand message performance and optimize customer engagement in real time. By leveraging these advanced capabilities, Levi’s delivers memorable and personalized experiences at every step of the shopping journey, building brand loyalty and driving meaningful business results.”
Pacsun, Revolve, Boot Barn and others are among Cordial’s clients. In 2022, the decade-old marketing and data management platform raised $50 million in a Series C venture round to drive personalized experiences for consumers.
Levi’s partnership with Cordial is one of several steps taken to create a more seamless digital journey for denim fans. Last year Levi’s introduced BackPocket, an app for in-store associates aimed to streamline inventory information and foster loyalty among consumers. Customers can also access special offers and exclusives as a Levi’s Red Tab Member through its app.
