See how the SAP Emarsys customer engagement platform helps marketers in a range of industries deliver personalized, 1:1 experiences that deliver measurable results.
Our mission is to reimagine what’s possible for marketers by delivering AI-infused solutions that delight customers and achieve phenomenal business results.
At Total Tools, Australia’s largest professional tool retailer, we had robust information about our clients, but we also had a problem: it was all siloed.
Our martech wasn’t able to drive omnichannel experiences across platforms, and it didn’t give us unified views of our customers. We were meeting customers where they were – email, SMS, online search – but the conversations we were having with them weren’t coordinated across channels. We lacked the capacity to show them the products that they were showing interest in across channels. Ultimately, this led to friction in our loyalty program.
We wanted to deliver value in real time. When our customers showed interest in a product, or when they had a need our products could fill, we needed to be there with the right message on the right channel. High on our list of priorities was to deliver more tailored product recommendations based on what we knew about our consumers. Our experience with Emarsys was documented in a case study that lays out the steps we took to achieve better results.
Integrating data for better results
Enter our partnership with Emarsys. Using the platform, we were able to stitch together all our customer data points into a unified view. With Emarsys’ Integrated Data Layer, we were able to unify, cleanse, remove duplicates, and analyze first-party data from business applications, customer data, and commerce solutions to create a holistic view of each customer. This allowed us to accelerate our 1:1 personalization. We leaned into the Emarsys automation center and pre-built tactics to create a more engaging loyalty experience.
Once we’d successfully unified our customer data, we were then able to scale personalized product recommendations reflecting a customer’s lifelong loyalty, as well as trigger meaningful personalized campaigns like welcome messages for first-time buyers.
The impact on ROI
The results were everything we’d hoped for. We experienced a 200% increase in loyalty sign-ups online and achieved a 15x return on investment for CRM ads, specifically Google and Facebook, dramatically impacting our reach and our bottom line.
Emarsys has become the center of how we orchestrate the conversation with our customers. We’re using the customer’s interactions with our brand to drive a conversation with them.
And with AI and machine learning doing the heavy lifting for us, driving personalization at scale, we can focus on delivering a more rewarding customer experience.
Elisse Jones
Group Head of Loyalty, Total Tools
Total Tools is Australia's largest professional tool retailer. We are a franchise network with more than 100 stores across Australia. We're predominately brick-and-mortar and we've also got an online offering with more than 20,000 available products. And we have a really unique customer too; we're selling tools to professional trades. Over the last few years we've really been on a journey to modernize our marketing and deliver the ultimate customer experience. We know our customers are different trades, they have different tool needs, they have different purchasing frequencies. There's no one size fits all. We wanted to deliver value in real-time. So when our customers show interest in a product and they have a need, we're there and with the right message in the right channel. And we also want it to deliver more tailored product recommendations based on what we knew about our consumer. Our existing MarTech stack wasn't able to allow us to meet our vision of driving a seamless omnichannel experience and a unified customer view. And that's when we found Emarsys. We had a legacy program that had too many barriers to be rewarded and a non-engaging value proposition, which meant we weren't able to amplify the data that we knew about our members. Our data was in silos. We were doing multichannel really well; email, SMS, online, search, but we weren't having a coordinated conversation about the customer and the products that they were showing interest in because we weren't sharing any of the data or the insights that we knew about the consumer. With Emarsys, we were able to stitch together all of our data points into one unified customer view, which allowed us to accelerate our 1-to-1 personalization maturity. We wanted a tool that was marketer-friendly, that allowed us to be agile in our delivery to market. One of our core focuses was to utilize the web channel feature in Emarsys to work on tactics to drive online sign-ups and boost overall conversion. We've also seen up to 20% uplift from some of these retention automations, from being able to target the right customer before they're likely to churn. Total Tools are a great example of how brands using Emarsys see increased customer engagement almost immediately after onboarding the product. By using an omnichannel approach and engaging customers not just by email, Total Tools have seen loyalty sign-ups increase by 200% and a 2x increase in click-through rate compared with similar campaigns without product recommendations. And an incredible 30% increase in active customers who purchase from their brand on a regular basis. Emarsys has really become the center of how we orchestrate the conversation with our customer to deliver a more rewarding customer experience. We're using the interactions that the customer has with our brand and using the products that they show interest in to drive a conversation with them and with AI and machine learning doing the heavy lifting for us and driving personalization at scale, we're able to focus on delivering a more rewarding customer experience.
The Impact
A 200% increase in our loyalty program and a 2x increase in click-through rates from adding AI product recommendations are just two of the ways we have seen our numbers improved after working to integrate our data and create omnichannel experiences for our customers.
Elisse is the National Loyalty Manager at Total Tools, Australia’s largest professional tool retailer. An Australian-owned and operated franchise network, Total Tools continues to grow and expand its offer nationwide. A passionate data-driven marketer, Elisse transformed the loyalty program at Total Tools with a customer-centric approach; leveraging insights and automation to create personalized journeys and enhance the customer experience at every touch point. Prior to this role, Elisse held positions with some of Australia’s leading brands including Cricket Australia, MYER, and the Country Road Group.
