The client partnered with eClerx to ensure more efficient and consistent omnichannel campaigns for its eTail division. With eClerx’s deep domain experience, it saw over a 16% uplift in overall transaction value, as well as $187 million in campaign optimizations.

Headquartered in the United Kingdom, this leading multi-brand retailer is one of the largest retailers in the region, selling a wide variety of beauty, technology, and home products and appliances.

As their organization expanded its reach in recent years, their marketing teams began to struggle to receive notable results from their eTail campaigns, and were having trouble ensuring consistency across campaigns and audiences. In an effort to improve the quality of these marketing campaigns, their organization sought assistance in establishing an omnichannel marketing system built on a foundation of data and actionable insights.

Challenge:

When it comes to running campaigns, brands with an eTail model can be very different from traditional retail and eCommerce organizations. Some challenges, such as maintaining a consistent experience across web, social, and email channels, or catering to rising customer expectations about personalization, can lead to underperformance if ignored.

With their eTail campaigns struggling to take off and remain consistent across different channels, our client came to eClerx looking to streamline data access for marketing teams and for help setting up an omnichannel campaign operation.

Unoptimized campaign development:

• Marketing team lacked relevant data to tailor campaigns
• No scalable testing in place to replicate or analyze older campaigns

Inconsistent messaging:

• Ensuring unified brand content was a struggle for marketers
• Resulted in disorganized campaigns with different tones and voice

Our strategy

Working in close collaboration with the client’s CMO and DCO organizations, eClerx established an environment of end-to-end campaign measurement, attribution, and continuous experimentation within their marketing division.

First, our team first established a campaign data mart to better help the client:

• Analyze campaign journeys
• Identify levers for campaign success
• Design tests to identify successful campaigns
• Develop a learning framework for scaling successful campaigns

Once this framework was created, it not only became easier for the client’s marketing teams to target specific audiences and channels, but also helped in the replication and expansion of previous or current campaigns that received positive outcomes. Insights gained from this iterative approach also informed future campaign planning, allowing for continuous refinement and optimization.

Over the first months working with the client, our teams helped evaluate various campaign strategies, including digital-only campaigns, targeted offers, and tiered bundles, refining them to balance revenue generation, brand impact, and return on investment (ROI).

Sample test and learn mechanism:

1. Original campaign: High markdown, low net benefit
2. Digital-only campaign: Lower markdown, significantly low redemption rates, low net benefit
3. Targeted campaign: Customized audience & market targeting, reduced base, lower revenue, higher ROI
4. Tiered offer bundles: Higher brand impact, higher revenue, lower ROI due to higher markdown
5. Tiered offer bundles – lower discounts: Higher ROI due to lower markdown, higher brand impact due to tiered offer, greater redemption due to offer richness

The results

By helping foster a culture of continuous experimentation and leveraging data-driven insights, eClerx’s optimizations ensured that our client received remarkable improvements to their campaign performance.

The results:

• 8% uplift in operating margin for campaigns
• 16.7% uplift in overall transaction value
• 3 basis points improvement in transaction profit per campaign
• $187M campaign spend optimization & profitability improvement

Having now established a scalable practice for future growth and success in a competitive market, the client continued to leverage eClerx’s expertise in the planning stages of new campaigns. Additionally, they also expressed interest in incorporating our Agentic and GenAI solutions into their processes to provide their marketing teams with even more valuable insights into product performance and customer behavior.