Data-driven marketing automation model improves team efficiency by 50% for Majestic Wine
Challenge
Majestic Wines demerged from Naked Wines, and needed an entirely new technology stack. Their marketing ambition was to improve efficiency and personalisation with automation. They approached several email platform vendors to evaluate capabilities.
Solution
When Profusion reviewed Majestic’s existing setup it became clear that the email platform wasn’t the complete solution. Consequently Profusion’s consultants proposed a strategy built around a full marketing automation framework, of which Adobe Campaign was a key part.
The adaptive CRM strategy would centre around a Single Customer View and a data warehouse and Aim, Profusion’s proprietary AI-driven email optimisation platform.
With the data warehouse built in Majestic’s environment, Profusion extracted the data from the retail database, deduplicated multiple customer accounts, and ran the AI algorithms to segment customers and understand propensity to purchase, optimum send times, and more. This data was then pushed back into the retail database and into stores as well as into Adobe Campaign.
Profusion designed and extended Adobe’s data model to be able to use non-standard inputs for marketing and transactional messaging to improve personalisation.
Profusion’s in-house design and HTML team constructed email templates based on maximising dynamic content, and trained Majestic’s designers and campaign managers to be able to use the full capabilities of Adobe Campaign, with remote and in-person sessions as well as full follow-up.
Result
Majestic have saved 50% of their campaign managers’ time preparing newsletter sends, and that time has now been devoted to better engagement with the rest of the business including senior marketing leaders and product owners. As a result, campaigns are now planned further in advance and more in line with broader messaging.
Profusion now provides ongoing consultancy on a retainer to audit and recommend journey improvements, as well as providing subject-matter-expertise line management to their team.
“We are so thankful for Profusion’s end to end involvement in the implementation of Adobe Campaign Standard. It enables us to execute campaigns across channels from one place and serve more personalised experiences to our customers. Profusion displayed great expertise throughout the implementation, choosing them was the best decision we could have made. We’ve looked back at the other proposals, and realised no one could have helped us with the breadth of services they did – including areas we hadn’t even foreseen we had needed. They built close relationships with our internal teams to drive the project forward and ensure it met our goals. I am particularly impressed with the practical training and ongoing support they delivered and know that Profusion are available to help whenever we need them.”
-David Sinfield, Head of CRM, Majestic Wine
Sound good?