The Business
PatPat was born in 2014 in California from two dads who aimed to make shopping for kids simple, fun, and stylish with quality, affordability, and the latest styles in one seamless experience. With a business that serves 30 regions across North America, Europe, Middle East, and Southeast Asia, they looked to deliver a cross-border e-commerce customer experience powered by AI and automation.
The Challenge
- Email deliverability
- Fragmented customer data
- Campaign execution
- Omnichannel personalization
Prior to using SAP Emarsys, PatPat struggled to connect meaningfully with its audience, relying heavily on single-channel marketing tactics and inefficient workflows.
One significant issue was the difficulty in connecting customer data during omnichannel marketing across several channels, which hindered their overall marketing team effectiveness. Additionally, the manual execution of marketing activities led to low efficiency and high costs. Plus, they struggled with a low email deliverability rate, which limited their ability to reach audiences effectively.
“We were drawn to SAP Emarsys for several key features and benefits. Firstly, the automated email marketing alerts streamline our communication efforts. Additionally, the intelligent customer segmentation analysis enables us to better understand our audience. Lastly, the ability to use pre-built marketing strategies that are applicable to various scenarios allows us to personalize our approach and effectively accumulate user data.”
The Solution
PatPat turned to SAP Emarsys for a scalable, AI-powered customer engagement platform that could unify data and automate personalized journeys across channels.
Connected customer data for targeted audience segmentation
PatPat was collecting data across various parts of the business but struggled to connect it in order to deliver a personalized customer experience for its growing customer database. SAP Emarsys helped to connect their customer data with sales and web behavior data to identify the best audience for the highest revenue impact.
With AI-powered customer segmentation using Smart Insights, the team was able to understand their audience even further. Thirty regions were analyzed across the globe, allowing PatPat to target customers in each region with personalized product recommendations. “The [SAP Emarsys] platform enhances the overall circulation and value of data through internal data processing,” said Sophia Feng, CRM Director at PatPat.
Created automated omnichannel campaigns
With automated marketing campaigns, PatPat was able to enhance their customer engagement efforts, ultimately increasing email deliverability rates to over 99% (previously ~60%). The PatPat marketing team attributed the success to omnichannel collaboration across online channels including email, SMS, web push, and mobile app push.
They focused on lifecycle marketing to reach the shopper across each touchpoint in the customer journey. A key component of the journey is building a customer profile, which indicates channel preference across the customer lifecycle to ensure PatPat is meeting customers where they are most likely to engage. Using pre-built Tactics with SAP Emarsys, they were able to quickly create and activate 183 automated programs, including Cart Abandonment, Checkout Abandonment, Browse Abandonment, Web Pop-Up Welcome, Coupon Arrival, Coupon Expiration Reminder, and Price Drop Notifications.
Each automation is built with personalization, leveraging a combination of rich customer data, sales data, and behavior data to create the highest level of engagement. A/B testing is also used to test subject lines, banners, and send time to create the highest converting content.
“SAP Emarsys enhances the overall circulation and value of data through internal data processing, and it offers multiple out-of-the-box strategies that brands can freely combine. The platform is also very user friendly, and we can easily edit all channels campaign like email, SMS , web push, and app push in one single platform.”
The Impact
After using the SAP Emarsys platform, revenue doubled, showing a significant upward trend.
While previously facing issues prior to using SAP Emarsys, their email deliverability rate was only 60%. However, with the help of the SAP Emarsys Deliverability Team, they improved deliverability rates to over 90%. To achieve this, the Deliverability Team built an in-depth analysis on the domain reputation and audience analysis. This rate has also continued to remain stable throughout the partnership with SAP Emarsys.
The future looks bright for PatPat as they continue innovating with comprehensive omnichannel marketing, increasing efficiency and reducing costs through automation. They plan to lean on AI for this by adding predictive segmentation and AI subject line generator to their strategy.
“We believe SAP Emarsys can help us drive more conversion and take a more aggressive marketing approach to reach out our customers in earlier stage to seize the opportunity in retaining and converting them.”