CASE STUDY
MODA IN PELLE PUTS EMAIL MARKETING IN THE CLOUD
UK ladies prestige footwear store and online retailer is growing its revenues by delivering more targeted and engaging customer communications, after having taken on a cloud-based email marketing platform 18 months ago
M
oda in Pelle has seen a dramatic email revenue increase of 116%
year-on-year, since migrating to a new email marketing platform provider. The prestige shoe brand has been a
favourite of British women for close to forty years. According to the retailer, each of its collections are designed to offer a clean and sassy take on modern styles designed with elegance combining catwalk- inspired designs with a unique feminine approach. Since opening its doors in Leeds in
1975, Moda in Pelle now has 38 stores and concessions situated in prime retail locations across the country, plus an online store, at
www.modainpelle.com, and successful mobile app. Jessica Lockwood, Moda in Pelle online
marketing manager, spoke exclusively to Retail T
echnology about the reasons why
the retailer took on new email marketing services. “Our requirements on the e-commerce side of the business have been growing
46 Winter 2014
rapidly,” she reported. “We were looking for a platform with more advanced segmentation tools and workflow capabilities. And we also wanted to be able to send customers more tailored messages in our email communications once we’d had a long relationship with them.” Lockwood meet with members of
Bronto Software team and decided to investigate its platform and services further. “It was great that Bronto met our requirements,” she said, adding, “even though we had been working with a previous service provider, the discovery of Bronto was perfect timing to fit in with our growth and expansion plans.” Making the transition to Bronto was
“relatively seamless” from an IT integration perspective, she observed. “More of the work was about getting the customer database into the feed so that Bronto can act upon it. That took a few weeks,” she said. Although getting used to the software, the intuitive interface and live help support functions meant Lockwood has also been
able to train new staff on the system quickly. Upon implementation of the Bronto
system in May 2012, the shoe retailer saw an immediate improvement in deliverability and a corresponding 5% increase in open and click rates. “The system brought to light the data
we either weren’t using or what extra we’d like to get,” Lockwood continued. “We’ve a growing store network and, with that, we’ve an existing, growing Privilege Card loyalty scheme that we wanted to track which store these customers sign up for the scheme or shop regularly in.” The new platform is helping Moda
in Pelle access and utilise data more efficiently, allowing it to deliver more targeted marketing and to improve customer communications. “We could immediately see how easy it was for both marketing and design to use. It inspired us to be more creative and relevant to customers in our email communications,” she added. “Reporting was quicker and
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