With a suite of ‘pick & mix’ recipes and creative designs Gemporia were able to save significant campaign production time and also drive increased campaign performance with more relevant email content
With a suite of ‘pick & mix’ recipes and creative designs Gemporia were able to save significant campaign production time and also drive increased campaign performance with more relevant email content
Gemporia are a jewellery focussed TV shopping & ecommerce retailer with additional categories in beauty, health and homewares.
TV shopping operates at a pace that makes normal retail seem glacial.
The pressure on the number of campaigns creates email production challenges, and with frequent price and stock allocation changes including product content wasn’t realistic.
And with over 10,000 products available at any time and customers with diverse tastes, leaving out product options in campaigns creates declining engagement and misses the opportunity to inspire the next purchase.
Working with Reignite Gemporia supplied a near real-time catalog along with transactional history for every customer. This was used to generate customer traits that show taste in pricing, gemstone, metal types and collections along with predictive AI recommendations.
Using the Recipe Builder they created a suite of over a dozen personalised recipes including:
Within each of these recipes are the obvious filters around availability but various rules to rank products based upon a customers gemstone, metal, pricing and other taste attributes, along with internal merchandising rules such as boosting new items and ensuring a mix of products across categories while recency rules so the same products aren’t repeated for a period of time.
These are then combined with more than a dozen creative design and layout options to create a ‘pick and mix’ approach for selecting the appropriate product selection for any campaign.
The team can simply copy & paste the HTML tags into their template and the recommendations are fetched at the point the customer opens the email. This ensures that products shown are available and with the latest pricing.
The CRM team at Gemporia have seen wins in both performance and efficiency.
Firstly, when measuring against a control version without product content or generic selections they have seen greatly increased click-thru rates and revenue. This has included a 492% increase in revenue.
Secondly, it has changed the way they work. Now they are free to focus their energies on the creative hero of each campaign and save dozens of hours of needless production time. They know that they won’t be caught by last minute price or availability changes thanks to the content being served from the live catalog feed.
This time saved, and the fact that any email can now be produced in a matter of minutes allows them to send more campaigns across different segments. Diversification brands such as Health, Homewares or Beauty with their smaller share of revenue couldn’t justify the same level of campaign activity as the core Jewellery audience - but now simple campaigns can be produced to keep the audience engaged.
New types of campaigns are possible for the first time such as ‘Only 1 left’ which by targeting the last item in stock for a line enables more efficient stock management for the business.
Personalisation is shifting from static blocks and black-box tools to dynamic, controllable catalog curation. Reignite is the only platform built for CRM teams to take this leap. Join the brands already redefining what personalisation looks like.
