Steve Madden Partners With Certona

Steve Madden is betting on its new partnership with omnichannel personalization firm Certona to boost sales online.

San Diego, Calif.-based Certona said its personalized technology will help New York-based Steve Madden identify new customer segments and target content to shoppers while they navigate the Steve Madden site.

“The Steve Madden shopping experience is focused on connecting customers with the fashion and products they love in a way that is personal, unique and targeted toward their personalities,” Mark Friedman, president of e-commerce for Steve Madden, said in a statement. “Certona’s unique expertise paves a smooth road to an omnichannel future.”

“Certona allows brands, such as Steve Madden, to offer their customers a more enjoyable online shopping experience by tailoring content to their individual preferences and tastes,” Meyar Sheik, CEO of Certona told FN. “Today’s customers demand of their brands guidance and a demonstration of fashion expertise, as it pertains to their specific needs.”

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