CASE STUDY
SEGMENTED EMAILS FOR TARGETED MESSAGING
Fashion retailer Crew Clothing is using advanced email segmentation to target active customers and re-engage lapsed shoppers
E
stablished in 1993 by Alastair Parker- Swift, Crew Clothing positions itself as
a casual luxury provider for men, women and children. With lower barriers to entry for new retailers to establish themselves online, the clothing market has become ever more competitive. Crew Clothing, with over 80 stores
and a thriving online business in the UK and most recently in Germany, wanted to reward loyal customers by targeting them differently to occasional or single purchase shoppers. It also wanted to focus on re- kindling the interest of lapsed shoppers either on email or online. The retailer is using Oracle Marketing
Cloud to boost the relevance of its communications and attain higher conversion rates, complementing its ‘batch and blast’ email marketing approach with something much more targeted. “It was a big step forward in our email
marketing, going from a ‘batch and blast’ only approach to building up lots of different programmes and automations
48 Autumn 2014
to help us speak to our customers and make our content more relevant and timely,” explained Sebastiano Elia, online marketing executive at Crew Clothing. Oracle advised Crew Clothing to
segment its customer base by purchase history, email and social interactions and site visits, after which it tested the company’s marketing process to reveal what content would be most relevant for users. This approach helped Crew Clothing increase its active customers by 20%, reduce its lapsed customers by 25% and increase its total open rates by 75%. The installation at Crew Clothing
revolves around the Responsys ‘module’ of Oracle Marketing Cloud, including the Responsys Interact Suite, Transactional IP and professional services. “When we changed our email service provider (ESP) to Responsys, we could start managing our own programmes ourselves without the need for external help,” explained Elia. “If I want to make a decision on the fly, to change the timing of a reminder email for
example, I can now just do it myself. This gives us a lot more flexibility and control.” He explains that before, Crew Clothing
couldn’t test different strategies. “Before, we couldn’t test if sending a first reminder email or the first ever piece of content to a customer within the hour or the next day made any difference to our opens and clicks. Having that control to test the system was a big benefit.” One of Crew Clothing’s main objectives
was to find a solution that would centralise its database, connecting both online and physical store purchase information and automatically trigger campaigns based on whether a customer had browsed or bought anything recently. Crew Clothing’s database in Responsys
reflects the entire customer relationship management (CRM) information held by the company. It is updated daily by uploads of web behaviour, purchase data and so on. With Responsys Interact, which was a big draw for the retailer, Crew Clothing has the ability to see easily what
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