Case study: Orlebar Brown boosts customer lifetime value with personalisation

Jun 5, 2019 | Ads, Content marketing, E-commerce

Premium tailored mens swimwear retailer Orlebar Brown transformed its digital marketing in less than 6 months with Emarsys Marketing to put customers at the centre of the brand experience. This case study looks at how the brand built intimacy at scale leading to a substantial increase in overall customer life-time value.

The challenge

Orlebar Brown wanted its customers to feel like they had made a real effort in getting to know them – only then would they perceive personalised offers as part of an improved overall experience. Rich customer data and advanced profiling capabilities enabled by Emarsys, allowed the company to understand where and how customers engaged, and can now make the most of the short time they get to interact with them. Improving the customer journey has notably also driven loyalty.

The solution

Orlebar Brown overhauled its personalisation marketing strategy to firmly put customers first, through accelerated digital transformation with Emarsys.

The results

Already the move has produced a 20% increase in online revenue from less than 3% of campaigns, thanks to an enriched Single Customer View.

Being able to land targeted offers and messages in the right communication channel with precision and relevance has resulted in favourable commercial performance indicators, with figures well above the bench line. Retention campaigns for instance have seen open rates rise by 40% on average, with Abandon Cart alone leading to an almost 10% increase in conversions.

Jamie De Cesare, Digital Director at Orlebar Brown said: “Emarsys allows Orlebar Brown to give its customers an incredible experience by providing actionable insights that enable us to take a pure customer-centric and consistent approach with our marketing, online and instore. Where most marketers are limited to sending a few tailored campaigns to broad audience segments, we’ve moved closer to delivering on that promise of marketing – true 1:1 personalisation. I am particularly happy with re-engagement results, specifically engaging active customers that are fast becoming loyal shoppers.”

Other marked improvements can be seen in expanded lifecycle programmes which previously typically only comprised of basic standalone ‘Welcome’ campaigns. Today the company has tactics for ‘Post Purchase’ and ‘Win-back’ drives already performing optimally, as well as bespoke customer re-engagement communications that have been particularly successful with programmes like ‘Abandon Cart’ and ‘Abandon Browse’.

Emarsys CRM ads, first deployed in Autumn 2018 has also proven hugely valuable both to the business and customers, pulling the power of data collected by and analysed on the Emarsys platform, to accurately target any contact online including those who have not yet either visited the website, responded to content or have proven otherwise unreachable.

Sebastiano Elia, Head of CRM added:” CRM ads has provided a lot of value. Not only has it allowed us to contact customers we wouldn’t otherwise be able to reach and connect audiences through things like Facebook and Google Ads, we also use it for lookalike targeting. This tactic alone has saved hours of marketing time that we’ve been able to reinvest in segmenting audiences further, personalising more and targeting better with regionally specific campaigns that tap into each market’s local customer preferences. This tool has helped initiate repeat purchases across the globe, proving that it pays to get personal.”

From bulk mail message sends to much more individual 1:1 personalisation, Orlebar Brown has moved away from sending one global campaign to many, to sending 1000s of regularly updated individually targeted messages.

Grant Coleman, EVP EMEA at Emarsys concluded: “Emarsys software has enabled digital transformation which allows Orlebar Brown to do marketing in a way that makes everything feel natural and timely for its stylish & discerning customers. Understanding interactions across channels has helped create a fuller, more complete picture of specific audience segments. Not only does creating highly focused segments allow for better performing campaigns – it leads to happy customers. We’re delighted to have been part of that journey towards marketing excellence and customer satisfaction.”

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