BEST USE OF PERSONALISATION IN MARKETING
Attentive – How Claire’s Turned SMS Into a Top Global Revenue Channel
Claire’s implemented a personalized SMS marketing strategy using the Attentive platform, overcoming complex data rules and effectively engaging both parents and teens with relevant content, leading to substantial returns on investment in multiple regions. With Attentive’s tools, Claire’s managed their SMS campaigns across international markets with ease, tailoring messages to meet cultural relevance while adhering to child data protection regulations. This approach resulted in high click-through rates – on average 20% in the US and 32% in the UK – demonstrating the effectiveness of this owned channel.
DOOFINDER – Product Recommendations
Doofinder’s product recommendations give users an overview of products related to their search, making their journey easier, shortening the purchase process, and improving their experience, which leads to higher sales.
The system uses AI to show personalized and relevant recommendations based on the product the user is currently viewing, thanks to contextual rules and filters. It also utilizes real-time data, enriched with recent searches and visitor behavior on the eCommerce site, to display the most relevant products.
This significant advancement will help any eCommerce manager improve processes and boost sales, fully meeting their customers’ needs.
Dynamic Yield by Mastercard – Electrolux’s Global Personalisation Triumph
Electrolux, one of the world’s largest and most recognisable home appliances manufacturers renowned for its six iconic brands, embarked on a personalisation journey to connect authentically with a diverse global audience. This transformational initiative was made possible through the implementation of Dynamic Yield’s Experience OS.
Electrolux observed notable enhancements in revenue and sales metrics. D2C revenue increased by 16%, and users who engaged with personalised experiences generated an impressive 16% more revenue compared to others. Additionally, a personalised delivery estimate campaign resulted in an 8% revenue uplift in the UK. Notably, the Italian region experienced a significant 70% increase in phone sales compared to previous months.
This entry demonstrates Electrolux and Dynamic Yield’s strategic approach to overcoming challenges, executing successful personalisation campaigns, and achieving unprecedented global success.
Salesfire – Delivering data-powered personalisation for LD Mountain Centre
Salesfire offers cutting-edge, data-driven conversion tools that help online retailers provide tailored, engaging interactions that cater specifically to the needs of modern consumers.
LD Mountain Centre joined forces with Salesfire to revolutionise its personalisation strategy and enhance user engagement. Utilising Salesfire’s advanced data-capture technology, LD Mountain Centre was able to collect extensive customer data, essential for powering personalised marketing communications.
This technology serves as the foundation of Salesfire’s personalisation engine, which supports LD Mountain Centre in developing and executing targeted campaigns based on robust first-party customer insights.
SEEN – Your Personalized Nespresso Anniversary
STANDING OUT IN A SATURATED LOYALTY MARKET
Nespresso Greece faced the challenge of elevating customer loyalty in a competitive market where consumers are exposed to numerous loyalty programs.
The goal was to develop a distinctive way to communicate that not only retained customers. It also needed to deepen and celebrate each members’ personal connection with the Nespresso brand.
CELEBRATING MEMBER ANNIVERSARIES WITH DATA-DRIVEN VIDEO
To address this challenge, Nespresso Greece worked together with SEEN to implement a personalized video campaign that celebrated each individual’s relationship with the brand. The videos utilized a variety of customer data points to ensure that each member received their a unique and engaging video:
– Personal greetings and membership milestones
– Product preferences
– Personalized recommendations and promotions
RESULTS
Nespresso achieved a 92% view rate, and the videos were viewed an average of three times. Compared against internal benchmarks it was also shown that this year-in-review campaign netted a 24%-points higher open rate, and 10%-points higher conversion rate on the promotion compared to non-video emails.
XCM – Delivering Frasers Group a Recommendations Platform at Scale
XCM, in partnership with powerhouse retailer Frasers Group, transformed the customer experience across the latter’s brand portfolio with a data-driven personalisation strategy. Utilising our Horizon Customer Data Platform (CDP), XCM unified a vast range of customer data sources into a real time Single Customer View, enabling the creation of highly relevant product recommendations and personalised content.
Our core focus as a collective team has centred on how to build, adopt, and optimise AI-driven decision intelligence models, powering customer journeys. Frasers Group recognised that this is paramount to support their mission of customer-centricity, providing customers with a feeling the business ‘knows’ them, consistently learning from their responses and enabling communications to be tailored to their individual preferences.
The core component driving personalisation across a variety of marketing channels, is a custom-built Product Recommender model. The generative AI model factors in a complex suite of rules to consistently learn and process a customer’s behaviour transactions and preferences.
This resulted in a significant uplift in key metrics, including Frasers Group brand, House of Fraser:
– 16% increase in click-thru rate
– 18% increase in conversion rate
– 35% increase in revenue per user
– 10% drop in bounce rate
