Shinola, the maker of high-end watches and other luxury goods, has built a strong brand identity and affinity based on its commitment to bringing manufacturing jobs to the iconic, blue-collar city of Detroit, Michigan.
But Dennis Kopitz, Director/Ecommerce at Shinola, told the Data & Marketing Association's (DMA) &Then Conference in New Orleans that the company has sought to take its customer relationships to the next level by providing an elite, far-from-blue-collar service for its best patrons.
These consumers, he explained, are invited to join The Foundry, an invitation-only rewards program. "I call it the 'secret society',...