Client:

A leading global luxury beauty retailer with a strong presence in Asia.

Challenge:

The client was facing low engagement in Asian markets despite being a global powerhouse brand. App usage remained low, customer interactions were inconsistent, and lifetime value (LTV) was declining. The weaker engagement was also contributing to lower social sentiment compared to western markets.

While the client’s MarTech stack was anchored in Braze and Salesforce Marketing Cloud, campaign execution remained manual and resource-heavy, slowing down time-to-market. Data latency limited real-time orchestration, making it difficult to respond dynamically to customer actions or intent. More critically, there was no personalization engine capable of creating interactive experiences, leaving the retailer unable to spark meaningful customer engagement.

Solution:

eClerx partnered with the retailer to design and deliver a gamified loyalty strategy, seamlessly integrated into the client’s existing MarTech ecosystem.

We introduced Smartly.io Dynamic Content Optimization, extending the client’s personalization capabilities while enabling faster, more responsive data flows. To capture customer attention, we developed lightweight, interactive games using HTML, CSS, and JavaScript, embedding them into the brand’s app and digital channels to create fun and engaging experiences.

Deep expertise in Braze and Salesforce Marketing Cloud allowed us to integrate Smartly.io into the client’s stack, ensuring unified data flows across channels. Real-time two-way synchronization enabled the tracking of user behavior and the instant triggering of gamified, personalized messaging. In addition, dynamic landing pages were built with AmpScript, supporting omnichannel orchestration across email, SMS, and in-app notifications.

This transformed the client’s approach from a traditional multi-channel setup into a truly omnichannel engagement engine, combining gamification, personalization, and automation to boost app usage, brand engagement, and customer advocacy.

Impact:

• 20% lift in user engagement, surpassing the 10% goal
• 12% increase in conversions, driving incremental revenue
• 20bps improvement in brand sentiment across social media
• 2M+ additional users engaged through gamification campaigns

By blending gamification with real-time personalization, eClerx enabled the retailer to re-energize its app strategy, foster deeper engagement in Asia, and strengthen brand advocacy at scale.