Australian dress hire company chooses Emarsys for cross-channel personalization, leading to a 5% increase in overall revenue contribution in a single year
Sydney, Australia, 13 September 2018 – Emarsys, the largest independent marketing platform company in the world, announces that Australia’s leading online designer fashion rental company, GlamCorner has implemented Emarsys’ artificial intelligence (AI) enabled marketing platform. Emarsys is helping GlamCorner to automate and personalize customer communications to improve results across SMS, email and other channels. For example, the data-driven, personalized ‘set & forget’ mode has seen GlamCorner’s email contribution to overall revenue increase from 3 to 8 per cent within a single year and increase open rates by 10 per cent.
Founded in 2012 and based in Sydney, GlamCorner is an online destination for women in Australia to rent designer dresses. Within six years, the company has transitioned from startup to a multi-million dollar business. Co-founder and CEO, Dean Jones, attributes all of the company’s growth to digital marketing, in which Emarsys plays a leading role. The organization has deployed Emarsys email Automation Center, Predict personalized product recommendations and SMS solutions to enable consistency in customer interactions across these popular channels, at scale.
“Understanding our customers and providing a tailored experience is core to what we do. For us, personalization goes beyond simply knowing a customer’s first name. We send personalized emails, SMS notifications and style recommendations based on customer behaviour and the stage they are at in their lifetime journey. However, as our customer base has grown and diversified, we recognized that sustaining the personal touch GlamCorner is known for was impossible without automation. We decided to invest in personalization technologies, and to do that we partnered with Emarsys,” said Jones.
In addition, GlamCorner is able to communicate with customers regarding products that are relevant and of interest to them at a time that is convenient. To achieve this, GlamCorner uses Emarsys Send Time Optimization to stagger email campaigns, sending each email at a time when the recipient is most likely to find value in opening it. This tool alone has contributed to a 10 per cent increase in open rates over the past month and is in an indication of the power of tangible, hype-free AI and a proof point that whilst human-driven personalization doesn’t scale, AI does.
“We’re now able to deliver dynamic product recommendations to our customers. But more than just personal content, that message also arrives at a useful time to the customer. As soon as we gave email this level of attention, the channel started growing significantly,” said Jones. Looking forward GlamCorner will continue to utilize the powerful Emarsys platform to make email a high-impact tool and ensure that the end-customer’s experience always improves. “Email is one of our highest-ROI marketing channels, so in a year when revenue has tripled we realized what a high return ongoing investment in email automation can give both us and our customers.”
Emarsys’ Australasian Market Lead, Heath Barlow, said: “Consumers are demanding a more personalized experience than ever before. GlamCorner realized this early on and has been really clever in thinking about the customer journey, using Emarsys to communicate with each customer in a meaningful and timely way at each touch point.”
Founded in 2012 and based in Sydney, GlamCorner is the leading online destination for women in Australia to rent designer fashion. Whether it be something chic for a night out, an elegant gown for a formal, or a beautiful dress for a friend’s wedding, GlamCorner provides all Australian women with unique fashion experiences for any occasion.
GlamCorner is on a mission to revolutionize the way Australian women think about their wardrobes while also reducing their impact on both the environment and their wallets. In doing so, GlamCorner aims to support designer labels by introducing their brands to a larger market while offering a service that empowers every customer to reduce their individual contribution to landfill by borrowing clothing for once-off occasions as a sustainable alternative to purchasing and disposing afterwards. The company has over sixty employees and has raises over $5.5 million of early stage funding from investors including AirTree Ventures, Impact Investment Group, Marshall Investments and Silicon Valley-based Partners For Growth.
Maggie Gaston/ Amy Rathbone
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