Boots uses data not just for personalization on the website or mobile app, but also to drive relevant messaging across all digital channels, from push notifications to emails to digital ads online. Handling data for 50 million customers and 15 million active loyalty members is no easy feat, but Adobe Analytics streamlines much of the data management. This gives the customer engagement team access to much more granular – and timely – customer data.
“Adobe Campaign and Adobe Analytics are game-changing,” says Robinson. “We send one billion emails every year through Adobe Campaign, and since the emails are timely and targeted, open and click rates are better than ever.”
Partners Cognizant and Merkle worked with Boots to migrate existing campaigns to Adobe Campaign and support exciting new use cases. The online customer prospecting campaign emails offers to hot leads, resulting in a promising 7.7% click-through rate. Around the holidays, an Advent calendar campaign offered one deal a day on full-sized versions of products featured in the No 7 Advent Calendar.
The abandoned basket email campaign reminds customers to come back and check out when they leave products in their digital shopping carts. The product replacement campaign goes a step further, sending email reminders for people to repurchase items when their supply is running low. If a customer buys a 30-day supply of vitamins, for example, they might get an email on day 25 reminding them to purchase more vitamins soon so they don’t run out.
“We could send reminder emails before, but they would be much less accurate and effective,” says Robinson. “For instance, we might send an email to everyone who bought vitamins during a two-week time period, but by the time we put together an audience and sent out the email, it wouldn’t be relevant. With Adobe Experience Cloud, customers get a reminder email at just the right time.”
Boots can also combine data from multiple sources to create better messages. For example, instead of simply sending a customer an email telling them how many loyalty points they’ve accrued, the email might tell them that they’ve earned enough Boots points to spend on their favorite brand of lipstick. The campaign is achieving an open rate of 41.5% with initial analysis suggesting that more than 40% of redemptions result in additional purchases. Using Adobe Campaign, Boots can scale out these types of complex, personalized campaigns with ease and develop a more personal relationship with customers.
“The exciting part about Adobe Experience Cloud is how we can use audience segments across email and all other digital channels,” says Robinson. “It’s really powerful because it allows us to reinforce messages for customers across channels and show them relevant messages no matter how they choose to interact with us.”