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.

Based in Melbourne, with more than 10,000 items for people of all ages, the retailer ships costumes all over Australia and New Zealand. Turning 13 in 2021, the company has shipped more than 500,000 costumes to date.

Seeking an automation partner to engage customers and drive growth

With the growing popularity of costumes in Australia and New Zealand, Costumes.com.au wanted to enhance its marketing strategy to gain a competitive edge. Additionally, the team realized that the company’s sizable database needed a thorough clean-up to segment active and inactive customers. Hence, the retailer was on the lookout for a marketing automation partner to address those challenges and market more strategically to engage customers.

Success with Dotdigital marketing automation

In November 2020, Costumes.com.au partnered with Dotdigital as its marketing automation provider to help with segmentation, gain detailed customer insights and ultimately drive increased customer engagement. “Technology has been our strong suit and at the forefront in addressing issues along the way,” said Anita Williams, Marketing Manager at Costumes.com.au. “Thanks to Dotdigital, not only do we have access to more customer data and insights, but also better engagement rates.”

Costumes.com.au has used Dotdigital to run successful automated programs – welcome series, anniversary email campaigns, abandoned cart and abandoned browse programs. As part of the welcome series, the brand has sent emails to customers asking about preferences. This strategy has seen positive traction, with an increasing number of customers updating their profiles, enabling the team to use the data to craft personalized campaigns.

“The journey with Dotdigital has been a huge success; our creative vision and Dotdigital’s capability to turn it into reality has delivered outstanding results,” said Anita. “Deep diving into customer interests and data, effective segmentation, and targeting has resulted in lower unsubscribe rates, better open rates, and zero email fatigue. Our anniversary campaign resulted in revenue uplift, while our recent Easter campaign, had amazing customer engagement.”

As parties and celebrations came to a pause during the COVID-19 pandemic, the brand created innovative ways to engage with customers. Known to push its creative boundaries, Costumes.com.au educated consumers on alternate, safer ways to party. The brand never failed to engage with its customers, encouraging them to download free invitations for online celebrations, celebrating Halloween at home, while encouraging parents to host virtual parties for kids.

“One of the key projects on the horizon is the Magento 2 migration. In the near future, we plan to run loyalty and rewards strategies using the Dotdigital Recency, Frequency, and Monetary (RFM) value modelling tool. We are also excited about our upcoming Halloween-based lead nurturing program,” commented Anita.

Thanks to Dotdigital, not only do we have access to more customer data and insights, but also better engagement rates.

Anita Williams, Marketing Manager at Costumes.com.au

Impressive results from Dotdigital’s Christmas and book week campaigns

The Christmas-themed abandoned browse emails performed exceptionally well with a 39% open rate and a 25% click-to-open rate. The abandoned cart campaign witnessed a 34% open rate and a 16% click-to-open rate. Additionally, the ‘Book Week’ campaign saw an average open rate of 27%. Overall, the client recorded a 30% year-over-year increase in revenue from email and an 11.35% increase in the loyal customer segment, since partnering with Dotdigital.