Three brands, one profile.
The Warehouse Group gains a 360-degree view of customers across brands using Adobe Real-Time Customer Data Platform.
Established
1982
Employees: 11,725
Auckland, New Zealand
Helium
700+
New segments created in a month with data from across brands
Objectives
Create a unified customer view for all brands of The Warehouse Group
Better understand customers by bringing together information from diverse The Warehouse Group brands
Quickly migrate from Salesforce DMP while integrating multiple data sources
Engage customers by using personalised messaging to connect them with relevant products and services
Results
Created 700+ new segments in a month with customer data from three brands
Achieved 40% higher open-to-purchase rate for yellow iPhone campaign compared to pre-order email to non-CDP segments
Implemented CDP in 4 months, including 11 connections built using flexible open APIs
Saw 5.35% increase in email open rate and 4.8% increase in click-through rate on Facebook ads from grocery category campaign
Started from a single store, The Warehouse Group (TWG) has evolved into one of New Zealand’s most iconic brands and largest general retailer. Through the group’s five brands — The Warehouse, Warehouse Stationery, Noel Leeming, Torpedo7, and TheMarket — TWG aims to help Kiwis live better with products and services that put the customer first.
With multiple brands and both online and retail stores, the company has something for everyone. But making sure that each shopper finds what they need was the real challenge. TWG wanted to improve and scale personalisation initiatives, using real-time insights from across brands to help marketers figure out what Kiwis were shopping for and how to get it in their hands quickly and easily.
Kathy Chen, Chapter Lead from TWG, believed that the new personalisation initiative would be good for customers and the company. “For us, retail is all about people,” says Chen. “People shop across channels, so it is important for us to focus on omnichannel campaigns that reach the right customers in real time with the most relevant information.”
While TWG initially considered migrating from its Salesforce Data Management Platform (DMP) to the Salesforce Customer Data Platform (CDP), marketers had big personalisation plans that required a different approach. TWG chose Adobe Real-Time Customer Data Platform, built on Adobe Experience Platform, for its real-time activation and highly flexible open API architecture, and partnered with Helium to help make the company’s custom personalisation initiatives a reality.
“Adobe Real-Time CDP has such an easy and intuitive UI that marketers created more than 700 segments in just one month after going live.”
Puneet Srivastava
Co-founder, Helium
Creating a unified view of customers
As each TWG brand offers different products, audiences often shop at multiple brands. TWG wanted to create a unified profile across its three largest brands — general retailer The Warehouse; electronics retailer Noel Leeming; and print, office, and craft retailer Warehouse Stationery. This would enable marketers to look at profiles for each customer by brand or look at customers’ shopping habits across brands to get an even better idea of what products and services they might be looking for.
Helium and TWG unified multiple data sources in the CDP, bringing together information from three websites, two mobile apps, three Salesforce applications, and multiple data clouds to create a single view of each customer. In just four months, marketers started creating profiles to develop their own personalisation campaigns across websites, email, social media, paid media, and display.
TWG shared the real-time segments with 11 outgoing marketing channels, including push messaging, SMS, social media, and Display & Video 360. Real-Time CDP offered strong outbound match rates, and many integrations out-of-the-box for faster implementation. The flexible open API capabilities allowed Helium and the TWG team to establish more than a dozen custom integrations and workflows, such as setting up a connector to clean real-time data before incorporating it into the CDP.
“We believe in helping clients like TWG learn how to do things themselves,” says Puneet Srivastava, Co-founder of Helium. “Adobe Real-Time CDP has such an easy and intuitive UI that marketers created more than 700 segments in just one month after going live.”
“Real-Time CDP allowed us to work with profiles for multiple brands and find the most relevant Apple audiences. This resulted in a successful campaign, with a 24% higher email open rate compared to average and a 40% higher open-to-purchase rate compared to pre-order emails sent to non-CDP segments.”
Rebecca Cheah
Product Owner, The Warehouse Group
Growing revenue after only five months
Just five months after starting implementation, TWG launched its campaign focused on its grocery category within The Warehouse stores. The objective was to increase awareness among Kiwis of the store’s grocery range and offers nationwide. In addition, The Warehouse was trialing expanding its grocery range to include fruits. The trial started in March 2023 for a limited time and was only available in six The Warehouse stores in New Zealand at the time.
Using multiple layers of segmentation, marketers orchestrated a customer journey based on whether customers previously purchased groceries, what they purchased, and available item options at their preferred store. Because the CDP centralizes profiles, marketers delivered consistent cross-channel messaging to encourage customers to purchase groceries regularly.
The Warehouse Group used a combination of owned and paid channels to increase awareness of the store’s grocery range.
“The Grocery Awareness campaign resulted in revenue growth,” says Rebecca Cheah, Product Owner, The Warehouse Group. “We saw an even greater revenue increase for stores with fresh fruit and vegetable options.” The campaign also demonstrated strong results across channels, including a 5.35% increase in the email open rate and a 4.8% increase in the click-through rate on Facebook ads.
Another campaign leveraged information from across brands to advertise a new iPhone colorway. When Apple released the iPhone in yellow, TWG wanted to get the word out and encourage customers to shop at Noel Leeming stores. But to better understand who might be interested in Apple devices, marketers also expanded audience queries to The Warehouse customers. Promotions of the new yellow iPhone were sent via email to Noel Leeming customers who owned an iOS device as well as Noel Leeming and The Warehouse customers who browsed, added items to a cart or wish list, or purchased products.
“Real-Time CDP allowed us to work with profiles for multiple brands and find the most relevant Apple audiences,” says Cheah. “This resulted in a successful campaign, with a 24% higher email open rate compared to average and a 40% higher open-to-purchase rate compared to pre-order emails sent to non-CDP segments.”
“With Real-Time CDP, we gain the flexibility that we need to expand the scope of integration and gain a true view of our customers.”
Bonnie Bradley
Chapter Area Lead – Marketing, Digital and eCommerce, The Warehouse Group
Expanding uses across stores and products
TWG plans to continue build on its use of the platform, including greater personalisation for members of Market Club, the company’s loyalty program. “With Real-Time CDP, we gain the flexibility that we need to expand the scope of integration and gain a true view of our customers,” says Bonnie Bradley, Chapter Area Lead – Marketing, Digital and eCommerce, The Warehouse Group. “Personalisation helps us add value to our messaging and shows customers that we’re truly putting them first.”
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