AI-enabled Emarsys facilitates 20% increase in Global Shop Direct revenue

A renewed focus on customer retention enabled by Emarsys

Shifting focus from direct customer response to retention, with the help of an artificial intelligence-enabled marketing platform, Emarsys, has seen Global Shop Direct obtain a 20 per cent uplift in revenue from automated product recommendations on its website.

After recognising the needs of its customers, plus preferred channels of communication, had changed, Global Shop Direct implemented Emarsys’ artificial intelligence (AI) enabled cloud marketing platform in 2016 to increase revenue through automation and improved personalisation. Now, the platform has enabled Global Shop Direct to increase its customers’ lifetime value by focusing on retention through improved engagement.

Global Shop Direct’s digital marketing manager, Maïna Cissé, said Emarsys’ automation and personalisation capabilities have been huge success drivers for the retailer’s campaigns, with the web channel solution allowing for personalised and relevant content to be displayed via its website to specific customers using AI, as well as real-time customer session data and historical CRM data.

The company has also successfully implemented Send Time Optimisation, which uses machine learning to analyse customer behaviour to identify times to send emails when they are most responsive, resulting in a 9.7 per cent increase in open rates. Across the board, it's seen a threefold increase in automated weekly newsletter revenue.

Global Shop Direct is now in the testing phase for its next stage of deployment, including using AI to decide what kinds of offers to give to a customer, based on previous behaviour and SMS marketing, she said.

“We had never been able to optimise win-back or abandoned cart campaigns prior to Emarsys,” Cissé told CMO.

“However, because real-time behavioural data is accessible through the Emarsys platform, these types of campaigns are now possible without further product implementation. Within four weeks of partnering with Emarsys, we had also experienced a significant boost in sales thanks to our first win-back campaign.

“Back in 2016, we increased the number of products in our portfolio, but were finding it really difficult to target appropriately, and have proper product recommendations, upsales and cross sales throughout the customer journey.

“We heavily rely on upsell and cross sell, and it was very manual process. We ended up looking for a platform to help personalise the product recommendations, instead of us using our gut feeling, and a platform to help us with automated campaigns, which was previously quite difficult to do.”

Cissé said the almost immediate 20 per cent increase in revenue from product recommendations after implemented Emarsys was a surprise, given the company was convinced it was already optimising well.

“The automated segmentation, and also the product recommendations via the website and newsletter, have made a massive impact. Now, it’s personalised and targeted based on browsing and past purchasing behaviour,” she explained.

“Emarsys first run through and segment the customer base, and identify product and category preferences, and also where they sit in lifecycle, and they identify platinum and gold customers. This all helps to offer very targeted product recommendations.

“Our first objective was to increase the value of our database, as we don’t get a lot of new leads, most of our contacts are past customers. For the first time we implemented a win-back campaign. We had a database with a high number of contacts, but previously we were never able to segment it that way, so we’d usually try to target active customers only, leaving out all these people who might have visited the website, or interacted with us via the phone.”

Cissé also said when it came to product recommendations, you can be as logical as possible and still not necessarily get it right, and implementing Emarsys really drove that home.

“We did a split test based on what we were doing before, before gradually decreasing our control group to identify if our previous strategy was efficient or not. We were convinced in the past we were optimising, but we weren’t expecting the 20 per cent uplift we got,” she explained.

Now that it has its retention strategy in hand, Global Shop Direct is next setting its sights on acquisition.

“Next we’ll be looking at how to use our data to look at CRM ads, and using Emarsys to develop lookalike audiences to target on social media and GDN, so this something we’re looking at testing in the next few months. It means us relying on machine learning to improve our strategy," Cissé said.

“We also tested our recommendations, which sends targeted offers to our customers, and through this we are noticing a huge chunk of our database don’t respond to discounts; it’s not necessary to activate them this way, it’s better if we offer the right product instead. So this is another area of AI we’re playing with."

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu   

 

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: ABC's Leisa Bacon

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

More Videos

Remote working has gained a lot of attention in the past few months. And the key driver to the smooth workflow of remote working is obvio...

varun

How to manage social media during Covid-19

Read more

Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

Read more

Zero proof spiritsUsa since 2011 www.arkaybeverages.com🤪🤟

Sylvie

How this alcohol-free spirits brand rode the health and wellness wave

Read more

okay this a good newsmaybe i gonna try it

kenzopoker1

CMO's top 8 martech stories for the week - 9 July 2020

Read more

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

Blog Posts

Why CMOs need a clear voice strategy to connect with their customers

Now more than ever, voice presents a clear opportunity to add value to an organisation in many ways. Where operational efficiencies are scrutinised, budgets are tighter and discretionary consumer spend at a low, engaging with an audience is difficult.

Guy Munro

Head of innovation and technology, Paper + Spark

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Sign in