Power Up Your Holiday Customer Engagement Strategy

Leveraging SAP Emarsys to Boost Revenue During Peak Season

— Michael Berghoff,

Chief Digital Officer, CHRIST

CHRIST as a company is the German market leader in the jewelry and watches business. We sell gifts, memories, feelings, things to remember, and we try to materialize them as good as possible in nice jewelry and watches. And we do that by running more than two hundred stores here in Germany and Austria, as well as having a strong digital presence. We chose SAP Commerce Cloud because of the flexibility and scalability we saw in it. The holiday season is the most important season for us, and we want to make sure that our shop performs at its peak when the traffic ramps up. In moving to the SAP eCommerce CLV, we were able to achieve our goal of having an availability of ninety 99.9% over the last couple of years. We were able to ship over sixty thousand orders in the last Christmas period directly from our stores to our customers. For me, it's tough to envision a part in Commerce Cloud where AI doesn't play a role. The key will be to use the SAP AI toolkit to make sure that we focus on where we can present the best value for our customers. You have more data. You can learn more about the customers. What are their demands and how we can use this to increase our business. Our challenge was that we have a lot of systems regarding CRM and a lot of silos regarding data collection. We wanted to be more efficient and have a better communication to the customer to gain our overall goal, the increasing of the repurchase rate, because when you would just bring it a little bit up, it has a big impact on your business. We have to say, SAP Emarsys was the best product that we saw. It was fitting our demands to have all the data into one tool and to use this tool in an omnichannel marketing perspective. Setting up campaigns in SAP Emarsys is pretty easy. The tactics feature in Emarsys is very helpful because it gives you inspiration for new campaigns. Now that we've been working with Emarsys, we can report a much better deliverability for our email campaigns. We can see an incredible uplift in open rates by 10-15% points, And that, of course, results also in higher revenues, which are now increased by 30-40% compared to the last year. Our long lasting relationship with KPS is a key factor in our success. To be honest, it was real fun to do the Emarsys project here together with the guys from SAP because they really took their time to understand our individual business case. What the right goals could be? How could we achieve them? And then work together to achieve these goals. So that was a very good project in time, in budget, and a very, a very good collaboration.

Using Smart Insights to Set Up Annual Campaigns

— Adam Bressler

Senior CRM and Email Marketing Manager, Savers

The nice thing with Smart Insights as well is you can look at the transactional history of contacts, and you can set up annual campaigns. I mean, for us, we look at contacts that purchase during Halloween season and buy Halloween items. So anyone who buys Halloween items last year, guess what? September is is coming to an end. October is almost here. You're going to get a coupon reminding you that we are the number one shop stop for Halloween pickups. Right? If you need that one little item for your costume, we have it for you. Come in. Oh, yes. And we have that that coupon as well.