The Business

Retail/E-commerce, Home & Garden
Greensboro, North Carolina

With over 11 million items in their warehouse, Replacements, Ltd. specializes in china, crystal, silver, and collectibles, and is dedicated to helping people create memories that last a lifetime. This focus has grown the business into an $80-million-a-year operation in its 36-year lifespan – an achievement made possible through a commitment to customer-centricity and constantly upping the ante on just how personalized the shopping experience could be.

The Challenge

  • Moving from batch and blast email
  • Scaling personalization
  • Optimizing email performance with automation
  • Gaining customer insights through data
  • Unifying channels

Taking care of customers is the foundation of Replacements’ success. Whether they’re looking to replace a broken heirloom, a damaged piece of china, or a priceless collectible figurine that is no longer in production, customers have come to value and trust Replacements for decades, especially over the phone or when visiting their superb showroom.

However, Replacements knew their e-commerce presence needed some work to match their in-store and phone service – they wanted to improve their email campaigns and track website behavior. Replacements had developed their own email and CRM systems in-house, but deploying triggered campaigns with no automation proved to be a cumbersome process. While their IT team had built in some 1-to-1 capabilities, Replacements wanted to move faster and take advantage of machine learning and automation while maintaining the same level of customer service offered as in-person interactions.

The Solution

Moving from a batch-and-blast approach, Replacements used the Emarsys platform to create email campaigns faster and target them more accurately for individual customers.

With connected channels, Replacements could track web behavior and send notifications to nurture segments to purchase, starting with abandoned carts and browse abandonment. By reaching out to these customers, Replacements immediately saw increases in conversions and revenue that they never had before. Abandoned cart campaigns alone shot up to a 13.9% conversion rate.

Web Extend and Customer Lifecycle Analytics enabled Replacements to deeply personalize their interaction with customers browsing the site with the same attention to detail they received in-store and via the call center.

The Impact

Partnering with Emarsys allowed Replacements to significantly improve their personalized interactions with customers through email and web browsing, as well as increasing revenue with abandoned cart and browse abandonment campaigns. By getting to know their customers better and using Emarsys to improve execution, Replacements was able to achieve:

100% ROI within weeks of implementation
$101k from Abandoned cart revenue in the first 4 months
$26k from Browse abandonment revenue in the first 3 months

“Emarsys gave us a more systematic and efficient way to segment and send out more one-to-one messaging. It’s a fairly easy integration, and we are actually seeing how it has created a positive return on our investment in the partnership and the cost of the tools that Emarsys has provided us.”

Quote Replacements Ltd Linh Calhoun 160x160
— Linh Calhoun,
Chief Marketing Officer, Replacements, Ltd.

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