Acoustic > Case Studies > SportPursuit: Achieving Personalized Marketing Success with Acoustic Campaign

SportPursuit: Achieving Personalized Marketing Success with Acoustic Campaign

Technology Category

Analytics & Modeling - Machine Learning
Sensors - Acoustic Sensors

Applicable Industries

Apparel
Retail

Applicable Functions

Logistics & Transportation
Sales & Marketing

Use Cases

Demand Planning & Forecasting
Predictive Maintenance

Services

Testing & Certification

About The Customer

SportPursuit Ltd. is an online retailer of sporting products operating in the United Kingdom and across Europe. They offer a broad range of sporting goods and outdoor brands, including apparel, footwear, equipment, and nutrition — for cycling, hiking, running, skiing, as well as a large range of other sports and lifestyle brands. They offer exclusive deals to members who sign up for free to access their website. The savings can be as high as 80%. The company's business model involves offering exclusive sale events for members each day, where they can get up to 80% off premium sporting brands.

The Challenge

SportPursuit, an online retailer of sporting products, faced the challenge of offering premium products with precise personalization. The company's business model involves offering exclusive sale events for members each day, where they can get up to 80% off premium sporting brands. The deals only last one week, and at the end of the sale period, SportPursuit purchases inventory from its suppliers and ships it to customers. Email communication is the key way SportPursuit connects with customers to inform them of deals and encourage new shopping missions. However, with the typical customer receiving at least one email per day, the company needed to ensure that its emails were relevant and personalized to avoid customer fatigue and maintain engagement.

The Solution

To address this challenge, SportPursuit turned to Acoustic Campaign, a solution that enables the company to build, run, and measure the results of highly targeted campaigns without inefficient manual processes. The company uses the Programs features of Campaign to help with lifecycle management and run automated campaigns that are triggered by customer actions. This setup allows SportPursuit to use machine learning models and complex algorithms to build out personalized customer content. The company also utilizes the relation table and child relation table features in Campaign to deliver as much personalization as needed, from basic segmentation to true one-to-one personalization. As a result, SportPursuit can deliver 45 million emails per month, across over 150 distinct campaigns, built and sent by a team of just three people.

Operational Impact

The use of Acoustic Campaign has not only helped SportPursuit with more precise targeting but also with the efficient delivery of those messages. The company has been able to automate some of the more repetitive tasks, allowing the team to focus on other things. The platform has enabled the company to build a relatively complex, segmented email, and deliver it to customers in minutes in some cases. This efficiency has led to increased revenue from long-time members in the past year, which is unusual in the retail industry. SportPursuit also has remarkably high retention metrics among key customer groups, showing that customers appreciate the offers and personalization. Even with a high volume of email, people want to stay on the distribution list.

Quantitative Benefit