Philips Hue, Signify’s premium smart lighting brand, was on a mission to make lighting simpler, more inspiring and personal. Signify shifted Hue’s growth strategy toward a direct-to-consumer model, putting the online customer experience in focus, and setting about to transform their digital landscape.
Merkle was engaged as their agency partner of choice to grow their business with direct-to-consumer revenue for Philips Hue with the goal of creating a solution where connected data could enable more personalised journeys, drive insight back into the business, and grow their customer base.
Hue’s existing data landscape held a lot of data, but it wasn’t very connected, and it wasn’t readily accessible to the marketing team for activation. The data couldn’t be used to coordinate campaigns across channel, and the commerce journey was outsourced to an external partner.
To support their new direct-to-consumer growth strategy, there were four main challenges to overcome;
Retail & Consumer Goods
Together we chose the Adobe Experience Platform to create Hue 3.0 and build out a full stack ‘Experience Personalisation Engine’.
We created the backend services to collect customers data into a single unified profile and initiated organisational transformation to accelerate the platform’s value using blended agile marketing squads hyper focused on the customer. Each squad was given a phase in the customer’s journey and could now rapidly build and test; campaigns, personalised journeys, custom landing pages, and automate trigger campaigns.
Finally, we deployed Adobe’s measurement capabilities, giving Signify near real-time access to journey and campaign data.
With over 200 people, across 12 countries, and during a national pandemic, Signify and Merkle deployed the Adobe platform across all of Hue’s markets in under five months.
For the first time the marketing squads gained a unified perspective of the customer’s journeys and Signify became a true direct-to-consumer retailer. The marketing squads can now build and test new campaigns every two weeks and have already dropped cross market deployment times from months to days.
And the improved customer experience speaks for itself.
With greater speed, reach, simplicity and relevance, content performance has improved by 25%, site load times by 70%, and conversion by 30%. Looking ahead, the improved customer experience is well on its way to realising its targets and delivering 100% year-on-year growth.