Australian D2C brand manufacturer partners with Dotdigital

4Cabling is a leading Australian direct-to-consumer (D2C) manufacturer, wholesaler, and retailer of cabling and electrical accessories. With a solution that offers quality products at the best price to consumers, the brand has since grown to four warehouses scattered around Australia in Brisbane, Sydney, Melbourne, and Perth. 4Cabling engaged with Dotdigital in 2020 at a time when it was focused on uplifting its marketing automation programs and needed a fresh start on a simpler and more intuitive platform.

Recognizing the need to create personalized experiences

With over 89,000 customers in 4Cabling’s database, the challenge was to create engaging campaigns to bring the best value to its contacts. The brand specifically wanted to focus on increasing revenue from its newsletter campaigns and create a personalized and tailored experience for its customers. In order to stand out from the competition, 4Cabling knew the opportunity was ripe with Dotdigital to trial new technology and marketing automation best practices.

Refining newsletter campaign with AI

With a newsletter campaign being a stock-standard staple to any marketing automation program, 4Cabling saw an opportunity to uplift its newsletter. It’s no surprise that a newsletter is typically a very general product and promotional update piece of mass-communication, featuring minimal personalization avenues.

4Cabling implemented the AI-powered ‘best next’ product recommendations feature to serve a personalized recommendation to its customers based on what they’ve previously purchased and their interests. With this additional section in the newsletter, customers can enjoy a tailored experience based on their past shopping behaviors and purchases, ensuring they feel an affinity to the overall brand as their one-stop shop for cabling and accessories.

Revenue recovery using abandoned cart automations

A key way that most businesses leverage marketing automation to recover revenue is with abandoned cart programs. This program allow you to capture the buying intent of a customer in a timely and intentional manner to close the sales loop. Using dynamic content capabilities, 4Cabling personalized the content based on customer segments (loyal, champion, and recent customers) and offered different incentives, ranging from a personalized loyalty coupon codes to discounts for carts that had a value of $500 and above.

Witnessing the value of product recommendations

True to the power of personalization, the added product recommendation supported 4Cabling in achieving a whopping 20% increase in revenue and a massive 53.6% increase in newsletter conversion rate. While the simple setup of an abandoned cart program now contributes to 54% of email revenue, achieving a 5% clickthrough rate, 2.43% conversion rate and 16% click-to-open rate.

Looking ahead

After realizing the benefits of a robust marketing program, 4Cabling will be focused on moving to a CXDP product to fully optimize the AI functionality that is available on Dotdigital. The brand have plans to leverage the ’bought together’ product recommendation in its abandoned cart and post-purchase programs. There’s also priority to trial Dotdigital’s ’back in stock/product notification’ functionality in the New Zealand customer base to gauge product interest before launching to wider Australia.

What 4Cabling learned

1. Simple personalization tweaks can lead to the biggest changes
   
   4Cabling achieved phenomenal success in its newsletter campaign with just a simple addition of a next best product AI recommendation module. Sometimes to achieve the best results, you don’t have to reinvent the wheel, but rather, tweak it with tailored content.
   
2. Start with best practices and venture out from there
   
   The success of marketing programs lies in ensuring the foundational programs are set-up and established. 4Cabling filled in the gaps of its marketing automation program with an abandoned cart flow that resulted in phenomenal success. While an abandoned cart flow is a no-brainer, this is something that all marketers should be building in their plan if they haven’t already.

Enhancing US ecommerce customer experience

ScentAir came to the Dotdigital Americas team looking to provide a better ecommerce customer experience for its existing US consumer audience, and support in its ecommerce expansion into other regions. Finding a customer experience platform that offers support in various international regions was crucial to the company’s growth. Dotdigital has a strong market presence in the US, across EMEA, and in APAC. This global positioning naturally comes with in-region support and expertise, so it was a perfect fit.

ScentAir needed support in managing the various customer data privacy laws around the globe. It was important to the brand that data privacy laws and best-practice was followed in each region, to ensure deliverability and that the overall brand reputation remained positive.

In addition to supporting its ecommerce needs, ScentAir also uses Salesforce to manage their B2B automation needs. Dotdigital is one of the few marketing providers that has great integrations to both industries.

Dotdigital’s Adobe Commerce and Salesforce integration streamlines operations and analytics

The Dotdigital regional teams were able to work with ScentAir to understand and meet the various regulations and data privacy laws in place across the globe. The Dotdigital Customer Success team suggested a multi-store set up using the Adobe Commerce integration, which allows ScentAir to separately manage the customer lists for each region.

Our premier partnership with Adobe Commerce meant our connector is able to sync customer account information to the correct database sets. Our Salesforce integration was also incredibly valuable, simplifying data management and syncing leads to and from Salesforce for ultimate cross-platform collaboration.

When it comes to seeing results, Dotdigital offers reporting at account-level, per region, and per regional storefront. Cross-account analytics also mean that the global management team can see marketing performance across the entire business. This flexibility allows brands to create whatever setup makes sense for them. It’s the best of both worlds; separation when you need it, with no compromise when it comes to the bigger picture.

Our partnership with Dotdigital has helped enhance our cross-channel platform capabilities and improve our end-to-end integrations. The collaboration with our customer success manager and Dotdigital support team has helped us maximize performance and discover new functionalities.

Megan Fallaw, CRM Lead, ScentAir

Boosting repeat purchases, recovery rates and sales through enhanced customer experience

ScentAir has seen some incredibly encouraging results since joining Dotdigital. After just six months its US store saw an increase of over 300% in repeat purchasers. This clearly demonstrates the impact a positive customer experience will have on shoppers when it comes to choosing your brand over competitors and in a climate of high acquisition costs, these are especially significant results.

Marketing automation also proved very successful for the brand. ScentAir saw an impressive 18% recovery rate for abandoned carts in just six months. The brand also saw a huge 200% increase in sales overall, a fantastic achievement in times of economic struggle around the globe.

Embracing Dotdigital’s personalization, SMS, and loyalty program to amplify success

ScentAir is now expanding and applying their learnings to all other regions following on from their success in the US. Using Dotdigital’s advanced personalization tools, ScentAir is able to create tailored campaigns with dynamic content to ensure accurate messaging is served to customers in each region – all whilst recognizing and adapting to varying time zones.

Having seen such encouraging results from email marketing automations, ScentAir is now expanding into other channels. The brand is currently trialing SMS for promotional messages and will soon add transactional SMS, available through the Adobe Commerce integration, to their capabilities to further the brand’s cross-channel strategy.

To capitalize on the increasing loyalty the brand has already seen, ScentAir is also working with Dotdigital integration partner Yotpo to build out a personalized loyalty program for its clients.

ScentAir won the Best Newcomer award at the US Dotties 2022, an accolade to the team’s fantastic achievements in such a short space of time. With such strong results early on, and plans to utilize the Dotdigital platform even more, we’re excited to see what comes next.

This acceleration also brings challenges around trust, scalability, security, flexibility, and importantly, the ability to adapt quickly to ever-evolving customer expectations.

Many companies are set to continue their digital growth and want to do so without compromise to these factors. And so these same companies have made choices around the technology they use, choosing vendors that are experienced in the upscaling of digital business practices, and enable them to do so without delay or disruption to their business goals. Trusted by many, one of these platforms is Salesforce’s (a longstanding dotdigital partner) Commerce Cloud.

To achieve all this it takes a complementary tech stack of platforms that play nice together. Offering seamless and deep integrations to your most important tools is a key part of what we do.

Salesforce B2C commerce (formerly Demandware) was built to allow merchants to create unified, highly personalized, and intelligent digital commerce experiences, putting innovation and flexibility at its core. And what do you know, this as it happens aligns rather nicely with what marketers have come to expect from us at dotdigital!

Dotdigital integrates with Salesforce Commerce Cloud via a certified cartridge. With it, businesses can drive highly personalized customer experiences and execute engaging cross-channel marketing campaigns that drive revenue. We’ve made some key updates to our integration which we think you’ll approve of, and in particular will help you overcome challenges around trust, localization, and scalable personalization as you ramp up digitally. Let me take you through the top three…

Transactional emails

“Good design lasts forever!” Right?

Unfortunately for marketers, this design principle doesn’t always ring true in the world of digital. Baking your design into templates, and testing your sends are just two simple ways in which you can avoid your brand from being ‘broken’. But there’s more…

Marketers understand the value of delivering consistently beautiful, on-brand experiences at every stage of the customer journey. This is about connecting emotionally with your customers, even in those seemingly little but highly significant moments of them receiving a shipping confirmation, or an invoice.

Yes, transactional emails are just as important as your marketing campaigns. And yet, they are often a very visibly overlooked part of the customer journey. Historically, these types of communications would often require a developer or even an agency to make a simple copy change.

So we set out to make things easier. Our new and improved Salesforce Commerce Cloud cartridge lets you design stunning, on-brand transactional emails with our drag-and-drop EasyEditor and replaces Salesforce’s native notifications for account creation, new password requests, order and shipping confirmations, and more.

We’re not just talking about static emails here, the relevant data objects are also made available to you and fully documented, so they can be personalized to your heart’s content. Updates can be made in real-time to match your brand bible or guidelines on tone of voice.

Besides being a nicer way to say ‘Thank You’ for that all-important first purchase, branded transactional emails can now be tracked and reported on with ease (all from within Dotdigital, of course), and bring deliverability benefits too.

Multi-store support

Having a greater captive audience online has resulted in a more international customer base for many businesses. If you’re one of them, you’ll know that customer needs and emotions differ from country to country, not to mention language. Having a localization strategy is key to making it away from home. Oh, and your customers will thank you too.

CSA Research report that 31% of international consumers are unlikely to purchase products without information in their own language. Naturally, how you market to them and how effectively or not you localize content to their preferences is going to have an impact too.

So it would make sense if you’ve chosen Salesforce Commerce Cloud for the flexibility with which it lets you manage multiple digital commerce sites with ease and conquer new geographical areas with speed, all from a single multi-tenant instance.

The flexibility doesn’t stop when you integrate with Dotdigital. Depending on how your organization is structured, you can either decide to connect each of your storefront sites to a dedicated child account or link multiples storefront to one main account.

If some of your storefront sites are available in different locales (think multilingual countries), we now give you access to the preferred locale of your customers so you know what campaigns to send and in which language.

And what’s more, all the ecommerce reporting data now supports order-based filtering, which means you can drill down to get insights on how a particular storefront or region is performing or responding to your marketing strategy.

Build AI product recommendations with your custom product data

Product recommendations and their value probably need no introduction. As Salesforce Commerce Cloud merchants, you could already access a comprehensive library of recommendation types, all of which can be overlayed with advanced filtering to match a particular brand campaign, type of products, or specific price range.

With our latest integration upgrade, we now automatically sync any and all product information to your product catalog in Dotdigital. This gives you full control over the products you put in front of customers by letting you filter on native and custom product attributes.

For example, you may want to amplify products made from a particular material, color, size, or weight. Or filter your AI-powered recommendation to only surface products that are available for in-store pick-up! With your custom data at your fingertips, you’re better equipped than ever to make your recommendation strategy a success and redefine what good looks like for email and on-site ROI.

All the details about our latest certified Salesforce Commerce Cloud cartridge can be found on our Help Center. If you prefer to speak to us and find out more about Dotdigital or how to connect your Commerce Cloud store, get started with us today.