2022 Gold Marketing Automation

Agency: Merkle

Client: Currys

Campaign Name: Revamp to proactive personalisation automation leads to industry-first results

Campaign Overview

To grow its marketing database to 10 million, it was vital for Currys to switch from a reactive to a proactive personalised marketing approach for customer communication.

Strategy

The strategy was based on key pillars to enable an innovative, upgraded and industry-leading marketing system. These pillars had key deliverables such as improvement of brand messaging, increased customer personalisation, audience targeting, automation, and the utilisation of data to improve customer engagement and experience.

A key factor in the revamp was directly addressing the customer engagement issue on marketing activities. Currys’ messaging didn't meet the personalised demand from customers, leading to disengagement and high unsubscribe rates. The system was unable to track revenue generated by CRM activity directly but targeting needed improvement.

Campaign triggers were set up to ensure the customer could be reached at the right time. Through using data calculations, customers were identified to enable further content personalisation. As an email was deployed, it would be matched to the right content using technology content partner, ensuring a truly unique user experience every time.

Creativity

Personalised AI subject lines were introduced, enabling subject lines that were consistently learning, on-brand and relevant to the targeted customer.

The data science team was able to attribute revenue to CRM campaigns directly, providing greater tracking. Building communications within an automated process also gave the team access to the engagement metrics needed to calculate success.

Sending the customer data from the campaigns into Adobe enabled the classification of customers and an overlay of campaign targeting to include or exclude relevant audiences.

The innovative use of the Adobe Cloud platform set Currys apart from competitors with a transformed customer experience through the ability to adapt content, providing a hyper-personalised experience.

Results

• CRM revenue up by 167% year-on-year
• Growth of customer base from 3.6 million to 11 million over two years
• Email campaign growth from 100 through to 650
• CRM represented 0.5% of total Currys Group revenue, growing to 6% to 7%
• Department worth £50m now worth £300m

The Team

Currys - Saul Lopes Head of CRM, Personalisation and Loyalty