Currys CRM team deliver outstanding results through innovative, industry-first approach
Challenge
Currys previous marketing campaign setup had not been upgraded for a while, meaning that there were often operational inefficiencies. Through the technical challenges of their current system, Currys marketing involved heavy manual processes, meaning significant overtime was spent trying to work with the system they had.
Currys business goals were to stabilise the system and automate daily tasks to increase their team’s capacity to connect with customers at the right time with the right content.
Approach
Using AEC solutions meant that Currys triggered campaigns are scalable. This meant they could move from around 40 to over 200 campaigns. These campaigns were triggered to talk to the customer at the right time, using data calculations on the fly to identify what type of customer they are and then as the email is deploying, matching them to the right content using Moveable Ink.
Currys were also able to move their Abandon Basket into BAU activity and hyper personalise customers’ experience with products, timers, and cross-sell products and combined this with their industry-first personalised AI subject lines.
Results
The efficiencies driven with Merkle partnership allowed Currys to increase the number of campaigns from 40 to 200, and trigger messages reducing the cost to serve by 25%. With the AEC solutions, Currys moved effective propriety use of internal data which was specifically configured to work most effectively with ACC.
25%
Decrease in cost to serve messages
3x
Increase in engagement
33%
Increase in conversion YoY
167%
Increase in CRM Revenue YoY
Keys to success
- Working to get the right data at the right time
- Activating data into personalized content in any customer engagement
- Working closely with the Currys CRM and Merkle Team to understand the reporting requirements
- Using data interactions on the websites to trigger real time messages
