Data-driven campaign success.
Titan leverages data to scale messaging across brands with Adobe Campaign.
$120M
Incremental revenue generated through 1,500 email campaigns
Products:
Objectives
Deliver more relevant, engaging content to 20 million loyalty customers
Leverage customer data to optimize experiences and drive more revenue from existing customers
Explore more complex use cases and reach customers more efficiently
Results
Increased email open rates by 90% with targeted email campaigns
Converted 35% of dormant email targets to active email openers
Delivered 1,500 email campaigns that generated $120M USD in incremental revenue
Since the first Titan watch was released in 1984, Titan Company Limited has become synonymous with superior craftsmanship and technology. Today, millions of customers across India turn to Titan’s brands to buy premier jewellery, watches, fragrances, eyewear, and Indian dress wear products.
One reason for Titan’s long-lasting popularity is its customer centricity. The company aims to create superior experiences for its customers, whether through high-quality products, excellent service in its retail stores, or by engaging digital communications.
Titan’s Head of Analytics and Insights, Santosh Vuppala, leads a team that uses data and technology to find ways to improve the customer experience. By migrating to Adobe Experience Cloud applications, including Adobe Campaign Titan expanded its ability to use data at scale to build better communications and connect with tens of millions of customers.
“We have a large loyalty base, so the key to growth for us lies in getting greater customer engagement and consequently better repeat purchases,” explains Vuppala. “Adobe Campaign gives us the functionality that we need to explore more complex use cases and reach customers more efficiently.”
“Adobe Campaign was one of the few solutions we found that could support our needs for massive scale and cross-selling across our brands.”
Santosh Vuppala
Head of Analytics and Insights, Titan
Personalizing messaging for millions of customers
The Analytics and Insights team at Titan works with stakeholders across the company, analyzing patterns and building tools to help teams run more effectively and efficiently. Part of the team’s duties include running campaigns for marketing, retail, and CRM teams.
“Our 20 million plus loyalty program, helps us understand our customers and personalize our customer experience” says Vuppala. “Having so much information gives us insights into who customers are but leveraging that data can be complicated. Adobe Campaign was one of the few solutions we found that could support our needs for massive scale and cross-selling across our brands.”
With Campaign, the Analytics and Insights team created different types of campaigns and handles more than 100 campaigns per month. Campaigns vary from themes such as product launches, promotions, and store anniversaries, to highly personalized emails such as birthday messages or reminders to schedule an eye test.
“Adobe Campaign allows us to operate very efficiently with the capability to quickly analyze performance and take immediate actions. As a result, we’re continuously improving engagement (and revenue) with millions of our customers.”
Santosh Vuppala
Head of Analytics and Insights, Titan
Targeted use cases drive campaign relevancy
Adobe Campaign integrates the customer loyalty database with Titan’s CRM, a master data management platform, and an in-house lifecycle management tool used to create propensity scores that identify customers who are likely to respond to each campaign. This integrated data creates a 360-degree view of customers that feeds into Campaign, allowing Vuppala and his team to create highly targeted campaigns.
For example, weddings are a very important part of Titan sales across all brands. Using the propensity modeling, Titan identifies potential wedding customers. But wedding culture is also extremely diverse across India, and different customers will prefer different messaging, styles, and timelines for their campaigns. Adobe Campaign combines customer and propensity data to select the best version of a wedding campaign for each customer.
“With our current solution, we have moved from a spray and pray approach to micro-level targeted, focused campaigns.” explains Vuppala. “With Adobe Campaign, we developed much more targeted use cases with relevant messages for our customers. As a result, our email open rates increased by 90%, and we converted 35% of dormant email targets to active email openers.
“With Adobe Campaign, we deployed 1,500+ email campaigns last year. These targeted, data-driven campaigns were highly successful, generating incremental revenue of more than $120 million USD. Adobe Campaign allows us to operate very efficiently, with the capability to quickly analyze performance and take immediate actions. As a result, we’re continuously improving engagement (and revenue) with millions of our customers.”
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