The challenge
Craftsmanship, durability, inclusivity, and a celebration of the Australian outback spirit are all at the heart of R.M.Williams. This is evident when you walk into a physical store, it’s evident at every customer touchpoint.
Ecommerce is a now critical part of the business, from driving traffic to digital properties, to guiding shoppers through the catalogue, and then converting to customers and ultimately winning lifetime value through sustained intelligent engagement programs.
RMW had the technology but were unable to capitalize on the investment. This is where Merkle teamed up with them to create the strategy and deliver the execution to realise the ambition, derive the value, and increase the ROI.
The approach
Merkle created a four point plan:
- Set up a managed services program to clear the critical backlog
- Design and implement an 18-month roadmap and program of work
- Start on high-impact use cases to reach 40% of the audience
- Create a vision for the future to excite the business
Abandon Browse journey:
This was one of the biggest opportunities capture audiences who shopped but did not purchase. Merkle worked with RMW to build new audiences who showed intent to purchase on the website but did not. We then connected these audiences into Salesforce Marketing Cloud via a CDP and targeted them with a highly personalized and persuasive email sequence.
The outcome
Within 12 weeks of launching the new abandon browse solution, R.M. Williams saw hundreds of additional sales. What was really impressive was these sales were not only online, but also in the store.
Yes! Targeted emails were changing behaviour and delivering sales across multiple channels, demonstrating the value that can be unlocked across a business when using data and audiences to power engagement programs through Salesforce Marketing Cloud.
