Online electricals retailer, selects Emarsys to power digital marketing, prioritizing scalability and customer experience

London UK, 30 June 2020 — The online electricals retailer, today announces a partnership with omnichannel customer engagement company Emarsys, enabling it to personalize the experience for its customers on a truly one-to-one basis for the first time.

The single Emarsys platform, which is the only one in the world built from the ground up to accelerate business outcomes, has consolidated AO’s customer data into one system, providing actionable customer insights to the marketing team. Now, based on those insights, AO is targeting customers more effectively through one-to-one personalized digital marketing campaigns based on customers’ desires and behavior.

Prior to working with Emarsys, AO had expanded into Europe it didn’t want its customer data system to be regionally siloed. The team at AO realized that this approach could not scale, making it difficult to maintain the highly personalized experience customers had come to expect. AO therefore selected Emarsys because of its single platform approach to unifying customer data, and its approach to providing customer insights.

Jodie Gardner, head of CRM for AO, said: “At AO is all about giving our customers an exceptional service and want to do this in a friendly and human way.”

“Migrating to the Emarsys platform is a huge win in terms of guaranteeing that high-quality, personalized customer engagement. From our first meeting with Emarsys, their genuine interest in helping us improve was palpable. The introduction of the platform has changed the way teams work together across the business.”

Sara Richter, CMO, Emarsys, added: “AO’s success has been based on providing a brilliant individual experience for its customers. Eliminating unnecessary silos and unifying customer data across AO will support the organization as it continues to grow — and help them to secure predictable, profitable growth as a result.”

About AO
Online electricals retailer, was founded in 2000 by John Roberts following a £1 bet in a Bolton pub. Formerly known as Appliances Online, the company rebranded in 2013 to become and the current logo was born. In the same year they aired their first TV advert, and reached 1 million Facebook likes. In February 2014 the company floated on the London Stock Exchange as AO World. was launched in Germany in 2014. In 2016, AO, also saw the opening of an 84,000 square metre, purpose-built HQ located in Bergheim. stocks over 9,000 products and delivers millions of electricals every year from its 740,000 sq. ft. warehouse in Crewe.’s user-friendly website aims to provide helpful and impartial information on all of its products, and is able to price match any retailer stocking the same products. also offers customers free and next day delivery on thousands of products, as well as installation and recycling.