Ascena Retail Group Sees 40 Percent Revenue Lift with Orchestrated Marketing from Responsys
Leading Specialty Apparel Retailer Realizes the Benefits of Orchestrating Marketing Experiences throughout the Customer Life Cycle
By individualizing email content based on customer profile data, Ascena Retail Group experienced 70 percent higher unique open rates, a 55 percent increase in click-through rates and a 225 percent boost to its conversion rate.
An abandoned cart campaign using recommendation data provided a 275 percent lift in open rates, a 450 percent lift in click-throughs and a 240 percent higher conversion rate — plus a 600 percent increase in revenue per email.
Since implementing automated programs with Responsys, Ascena Retail has seen a 22 percent decrease in the number of hours it takes to produce and launch campaigns.
San Bruno, Calif. – September 20, 2013 – Working with Responsys, Inc. (NASDAQ:MKTG), a marketing cloud software and services leader, Ascena Retail Group, Inc., a leading specialty apparel retailer that operates through wholly-owned subsidiaries, including Lane Bryant and Catherines, has achieved impressive revenue gains from orchestrating automated and highly individualized marketing programs throughout the customer life cycle.
“We selected Responsys in order to scale our digital marketing program, leverage customer data and ultimately create highly relevant marketing messages that would increase ROI,” said Marc Schweid, Director of Digital Marketing at Ascena Retail Group. “Now, we’re delivering individualized experiences based on customer interactions, such as clicking on a link in an email message, browsing items on our website or shopping in one of our brick and mortar stores. We are seeing incredible value from showing our customers that we understand who they are, what they like and what they buy.”
Leveraging the Responsys Interact Marketing Cloud, a technology platform built to help brands develop and maintain individual relationships with their customers at massive scale, Ascena Retail is able to build profiles of customers with rich data, design experiences that unfold over each customer’s lifetime and then deliver personalized messages and offers. Specifically, the Interact Marketing Cloud enables Ascena Retail to:
Stand out in the inbox: Highly actionable customer data, such as which email was clicked on or what item was most recently browsed, stored within the Interact Marketing Cloud, allows Ascena Retail to individualize email content so that its messages stand out from all the clutter in the inbox. Resulting from this, unique open rates are 70 percent higher, click-through rates are up 55 percent and the conversion rate is 225 percent higher than before Ascena Retail started working with Responsys.
Generate incremental revenue: Taking advantage of Responsys’ integration with Adobe, Ascena Retail is able to retarget customers who abandoned their shopping carts with tailored campaigns featuring the item that was left behind. Plus, Ascena Retail also utilizes Adobe’s recommendation engine to incorporate images of other products the customer may like. This abandoned cart campaign using recommendation data provided a 275 percent lift in the open rate, a 450 percent lift in click-throughs and a 240 percent higher conversion rate — plus a 600 percent increase in revenue per email delivered. After the product is purchased, Ascena Retail again taps into the Adobe integration to send ratings and review requests, which has increased the number of customer reviews by 150 percent. An additional, unexpected benefit of this program is that a number of customers who return to the site to write a review also buy additional products at that time, generating incremental revenue.
Boost productivity: Since orchestrating its marketing programs with Responsys, Ascena Retail has seen a significant drop in the number of hours it takes to produce and launch campaigns. In fact, Ascena Retail reports a production savings of about 22 percent, which means the company has more time to think about new strategies and create more compelling content.
“Ascena Retail Group does an excellent job of understanding who their customers are and what they want from their favorite store,” said Rich Fleck, Vice President of Strategic Services at Responsys. “When a retailer builds a customer profile, creates highly relevant experiences for each stage of the customer journey and then orchestrates the delivery of those offers so that the customer receives the right offer, at the right time, the results are really extraordinary.”
To hear more about Ascena Retail Group’s success with Responsys, watch the video. Marc Schweid will also be participating in a roundtable discussion with Mike Hotz, Director of Strategic Services at Responsys, at the Shop.org Annual Summit on Wednesday, October 2, 2013.
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Responsys (NASDAQ:MKTG) is a leading marketing cloud software and services company. Our mission is to enable the smartest marketing in the digital world. The most respected brands across the globe use the Responsys Interact Marketing Cloud to manage their digital relationships and deliver the right marketing to their customers across email, mobile, social, display and the web. Our customers gain competitive advantage through the automation, individualization, and coordination of cross-channel marketing interactions at massive scale. Founded in 1998, Responsys is headquartered in San Bruno, California and has offices throughout the world. For more information about Responsys, visit responsys.com.