Dive Brief:

• Pacsun is looking to unify the commerce experience across brick-and-mortar stores, e-commerce and social commerce channels by leveraging a new partnership between data platform SoundCommerce and marketing platform Cordial, per details shared with Marketing Dive. 
• The collaboration leverages SoundCommerce's retail data models and business insights and pairs it with Cordial's personalized messaging capabilities that span email, SMS, mobile app and other channels. 
• The news is an example of how retailers are seeking ways to leverage and integrate their first-party data as an omnichannel commerce strategy becomes increasingly crucial.

Dive Insight:

The partnership between SoundCommerce and Cordial is billed as a way for omnichannel retailers to boost customer loyalty and revenue opportunities by combining data-driven insights and personalized messaging solutions. For Pacsun, the partnership is in line with the digitally minded brand's data enablement vision, according to Pacsun Chief Digital and Information Officer Shirley Gao.

“Ensuring an exceptional unified commerce experience across brick-and-mortar stores, eCommerce, and Social Commerce channels is essential for serving our valued customers,” Gao said in a statement.

Marketers are increasingly looking for ways to deliver relevant messaging to consumers who are shopping across a variety of channels. SoundCommerce brings an intelligent data pipeline, retail data models and business intelligence to the partnership, while Cordial personalizes and automates messages across email, SMS, mobile app, social and other channels. Bringing together SoundCommerce's data know-how and Cordial's segmentation and automation abilities could help retailers build targeted messaging campaigns and curated product recommendations at scale.

For retailers, activating first-party data across physical and digital channels is increasingly necessary to meet changing consumer needs. Retailer Wayfair this week launched a new campaign and refreshed its brand as the e-commerce platform prepares to open its first large-format store.

Along with leveraging the SoundCommerce-Cordial partnership to better integrate marketing operations, Pacsun has been active in consumer-facing channels. It was an early adopter of TikTok and has embraced virtual influencers as a way to engage with younger consumers.