Digital marketing strategy at Alex and Ani

SALT LAKE CITY, UTAH – You might be familiar with the charm bracelets sold by retailer Alex and Ani. The bracelets can be accessorized with countless charms available for purchase – whether its an NFL team, superhero logo, Disney character, or letters of your name, this is a product that can be highly personalized.

So it made sense to Ryan Bonifacino, the vice president of digital strategy at Alex and Ani to make personalization a key component of the retailer’s digital marketing approach. Speaking on a panel on Wednesday at the Adobe Summit, Bonifacino detailed how he put together an internal digital team and juggled external relationships to make his digital strategy work.

Hit play on the video above to hear about Alex and Ani’s three year journey to the digital marketing strategy it has in place today.

Would you recommend this article?


Thanks for taking the time to let us know what you think of this article!
We'd love to hear your opinion about this or any other story you read in our publication.

Jim Love, Chief Content Officer, IT World Canada

Featured Download

Brian Jackson
Brian Jackson
Editorial director of IT World Canada. Covering technology as it applies to business users. Multiple COPA award winner and now judge. Paddles a canoe as much as possible.

Popular Videos

ITB in your inbox

Our experienced team of journalists and bloggers bring you engaging in-depth interviews, videos and content targeted to IT professionals and line-of-business executives.

Latest Tech Videos