The Indian arm of the US jeans brands, Lee and Wrangler, is managed by Ace Turtle, a performance marketing company. To increase sales and customer engagement amid the COVID-19 pandemic, the brand set its sights on strengthening its ecommerce distribution channels with marketing.

With Dotdigital as its marketing platform of choice, it distinguished itself from other Indian retailers by building smart automation and personalized email programs.

Overcoming email marketing hurdles

Most Indian retailers use generic email blasts, but Lee and Wrangler realized it could stand out by using email marketing. It wanted to generate more revenue from the channels it already built, including the visitors to its website and its existing email database. However, it were hindered by its initial email marketing platform, Mailchimp, which only offered basic email support, and lacked visibility to analytics and performance tracking.

The brand had no transparency on customer journeys and guidance on how to optimize for its current marketing situation. As the team struggled to create clear customer personas, they were unable to guide customers along the purchasing process with targeted and personalized messaging.

Implementing automation, personalization and customer segmentation strategies for customer engagement growth

Lee and Wrangler implemented Dotdigital’s out-of-the-box abandoned cart workflow to address the issue of lost revenue during the purchase process. As it was its initial implementation of an abandoned cart program, the brand decided to keep it simple.

The program involved firstly waiting for one day to check if customers have returned to complete their purchase. If a customer did not return to finalize their order, a follow-up email outlining the cart content would be delivered to their inbox. Customers who had forgotten to make the purchase, or were distracted during the process, were promptly encouraged to make a purchase the following day. Learn more about email automation.

Persona-driven segmented email programs 

When Lee and Wrangler transitioned to Dotdigital as its marketing platform, the brand knew that one of its priorities would be to launch personalized email programs. With Dotdigital’s easy-to-use eRFM analysis tool, it was able to curate personas based on a customer’s level of engagement by assessing their unique sales history against their dedicated customer profile.

Using the segmented customer profiles, the brand launched a ‘Pay Day Sale’ campaign that targeted a cohort of highly engaged customers. To further strengthen engagement with the cohort, it executed personalized nurture campaigns and capitalized on customer loyalty to the brand to drive more revenue and growth. Learn more about personalization.

Personalised nurture campaigns to highly-engaged customers

Geographical segmentation

A part of Lee and Wrangler’s core USPs includes offering free customization services to a few select states. Leveraging Dotdigital’s segmentation capabilities to parse through data and produce useable variables allowed the marketing team to segment audiences accurately.

Fields such as ‘delivery city’ were visible across the entire customer database, giving Lee and Wrangler the strategic advantage to target geographical offerings automatically with its existing customer dataset. This meant that whether a customer made an order in either Bangalore or Bengaluru, Dotdigital would enrol the city they purchased in and attach it as a field to the customer profile. With strong segmentation logic, Lee and Wrangler have the opportunity to further enhance its personalization effort with customer data.

Personalization and automation strategy transforms performance

With a renewed focus on personalization, customer segmentation, and automation, Lee and Wrangler achieved phenomenal results with a whopping 7.06% conversion uplift and an improved return on investment of 6x year-on-year.

The abandoned cart program achieved a recovery rate of over 12%, bringing in 1.78 million INR, without the need for any discounts. In its ‘Pay Day Sale’ campaign, it achieved a unique open rate of 52% and a 3.8% click-to-open rate (CTOR) for the highly engaged cohort of customers. Its geographical program achieved an industry-exceeding CTOR of 12.28%, bringing in an inferred revenue of 3,737 INR to Lee and Wrangler.

Using Dotdigital for efficient marketing

Given the early success in personalization, Lee and Wrangler continue to focus on customer segmentation and building more robust customer persona profiles that can be leveraged across a variety of nurture campaigns. Guided by the support of the customer success team at Dotdigital, the brand aims to create more automations on the platform to make its marketing administration more streamlined and efficient.

Key takeaways

1. Align your high-valued customer profiles with your highly-engaged customers
   
   Lee and Wrangler used its ‘Pay Day Sale’ campaign to target its most active customers, who had a history of making purchases, and achieved an impressive open rate of 52%.
2. Start with simple
   
   With just an out-of-the-box abandoned cart workflow solution, Lee and Wrangler were able to recover 1.78 million INR from incomplete purchases. Even simple programs prove that not all results require elaborate marketing teams creating complex automation. It can serve as proof-of-concept and inspire more work and support on foundational marketing programs.

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.