Who is Bluecore?

Bluecore is a shopper identification and customer movement technology for enterprise retailers. Bluecore turns more anonymous shoppers into known customers, repeatedly and efficiently moving them through the purchase funnel. More than 400 brands trust Bluecore to rapidly increase customer retention and drive profitable growth, including Tapestry, Express, Lenovo, and Alo Yoga.

Situation

The martech ecosystem is a battleground of legacy giants and fast-moving innovators, creating a challenging environment for companies to clearly define and communicate their unique value. Bluecore faced the challenge of articulating its distinct value amidst a flood of similar claims. Differentiation is critical, not just for external recognition but also for internal alignment. Achieving this requires more than a strong product; it demands internal alignment and clarity across go-to-market teams to consistently champion what makes Bluecore different in a crowded marketplace.

Solution

Bluecore and Fluvio partnered over a two-year period to reposition Bluecore’s brand around the concept of "customer movement," emphasizing the company’s ability to drive meaningful engagement across the customer lifecycle.

This effort began with a comprehensive overhaul of Bluecore’s positioning and messaging, crafting a narrative that clearly communicated the company’s unique value. Building on this foundation, Fluvio refined and expanded Bluecore’s positioning and messaging with in-depth insights into personas, competitors, and more. Throughout the process, Fluvio delivered tailored collateral and training to both external-facing teams and internal departments, empowering these teams to confidently articulate Bluecore’s repositioned value proposition.

CLIENT INTERVIEW

We sat down and interviewed Jason Grunberg, Chief Marketing Officer, to get his thoughts on Bluecore’s product marketing consulting engagement with Fluvio.

What problems were you encountering that led you to believe a product marketing consultant could help?

When I joined Bluecore, it was clear that while our product was driving real results for customers, we hadn’t fully articulated a clear, differentiated story around what made us unique. This became especially evident as we worked internally to define and introduce the concept of “customer movement.”' While compelling, it was abstract and difficult to translate into external messaging that resonated in the crowded martech landscape.

This especially impacted our go-to-market teams.. Sales reps were left trying to connect the dots themselves, often relying on rigid, linear messaging guides that didn’t reflect the flexibility they needed in conversations. We needed to refine and ground our go-to-market strategy around “customer movement” and ultimately translate the idea into something practical.

Why was Fluvio the right fit for Bluecore?

Having myself hired Fluvio at multiple previous companies, I knew Fluvio was the right fit for Bluecore because of their unique ability to combine high-level strategy with practical execution.

“Customer movement” was a bold concept, and while we believed in its potential, we needed a partner who could help us refine it into something that would resonate with customers and empower our teams. Fluvio didn’t just help us create a compelling story, they ensured every team member could tell Bluecore’s story effectively, in their own voice, consistently and effectively across every customer touchpoint.

What does Fluvio offer that is unique?

What stands out about Fluvio’s approach is how they make the strategy not just a high-level goal, but a set of actionable steps that can be implemented throughout the company. Fluvio’s GTM Model allows you to align your teams, make data-driven decisions, and develop tailored tools that help teams engage prospects and customers in real time.

Fluvio doesn't simply hand you a strategy and walk away. They are hands on, with a team of principals and consultants who are exceptional at embedding strategy throughout an organization. This focus on integration and continuous adaptation makes the GTM Model, and Fluvio as a whole, a valuable resource for any company looking to redefine its market position and accelerate growth.