EVOLUTION SLIMMING SUCCESS AT A GLANCE
Using the Emarsys Incentive Recommender, Evolution Slimming experienced a significant boost in engagement by identifying the right discount for each contact. It also increased its overall revenue by avoiding those contacts who would have repurchased without any special discounts.
With limited resources, Evolution Slimming didn’t have the capacity to manually sift through all its data and address the issue.
The marketing team couldn’t tell if they were targeting the right customers with the best discounts, needlessly undercutting their margins. Using “blanket offers” was a safe and easy approach, but it clashed with Evolution Slimming’s highly customer-focused approach, potentially impacting profits and customer loyalty.
Without impacting the marketing team’s ability to perform core tasks, Evolution Slimming needed the ability to personalise discounts unique to each customer. The team knew that failing to tailor discounts to individuals would be detrimental to the brand’s win-back strategies.
Evolution Slimming applied attribution analysis to its existing data, using historical engagement activity to calculate response patterns for each user, and then automatically tailoring discounts to each individual contact.
Measurable Performance Gains
Evolution Slimming removed the guesswork from its incentive strategy by performing side-by-side comparisons of segments receiving their standard offers, and segments where individuals received smart offers.
The ability to include smart discounts in campaigns at the flick of a switch gave the team more confidence during campaign creation, as they no longer had to perform labour-intensive cost/benefit analyses before determining incentive thresholds.
The artificial intelligence technology behind the Incentive Recommendations feature enabled Evolution Slimming to infuse discounts with highly personalised offers that truly boosted engagement and drove conversions.
- +31.2 per cent uplift in lead-generated revenue
- +7 per cent revenue uplift from active buyers
- +6.5 per cent uplift in revenue from defecting buyers.