Tapping customer behavioural insights to lift online dividends

Trigger-based campaigns based on customer preferences are just one of the many ways Sheike’s digital team is improving its online game and revenue

Automated campaigns that didn’t exist 12 months ago have generated 16 per cent of a total 37 per cent digital marketing revenue growth for the team at Sheike in the past year. 

The Australian fashion retailer’s head of online, Natasha Steenkamp, told CMO her remit in joining a year ago was to up the ante on Sheike’s marketing and online efforts in order to better engage consumers and deliver stronger commercial results.

Upon joining the group, she found dotdigital’s digital marketing automation platform had been rolled out as part of a wider technology investment project that also saw Sheike replatform its website and undergo ERP integration. As a retail brand with 41 stores nationally as well as an ecommerce site, having a platform that could ingest both store and online data was a key reason for choosing dotdigital, she said. Another was having access to local support.

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