The Business
Extreme Digital is a Hungarian electronics retailer, founded in 2001 with a single brick-and-mortar location. Throughout the early 2000s, the company grew quickly, opening new specialty stores throughout the country, while also expanding its e-commerce business. Today, the brand operates 17 physical stores, as well as a website that serves over 100,000 daily visitors, and recently merged with eMAG Hungary.
The Challenge
- Break down data silos
- Scale personalization
- Transform data into actionable insights
- Agile cross-channel execution
The electronics market changes quickly, which means Extreme Digital must contend with evolving innovations, new product lines, and the fluctuating demands of discerning consumers.
The onset of COVID-19 only accelerated the effects of this quick-change market. With 60% of their customers shopping in-store prior to the pandemic, the brand had to find ways of moving in-store shoppers online, and maintain continuous engagement with them across all channels. On top of that, the new merger meant the company had to serve and engage double the amount of customers all at once.
- Implement the right technology in place to adapt and respond quickly to changes in their volatile market and consumer demands.
- Unify their data to achieve a single view of the customer for continuous 1:1 conversations across any and all channels.
- Improve their ability to automate and deliver personalized experiences to their large database of customers, and create meaningful relationships that lead to lasting loyalty.
- Make data-driven marketing decisions in order to drive revenue and accelerate business outcomes .
Szilvia Szarka
Marketing Director, Extreme Digital
“With Emarsys, it’s much easier, because we see the results in a day or two, and we can decide more quickly, and we can analyze the data more quickly. And actually, what we are doing now that we’re using Emarsys as a secondary analysis system, and we are putting the data next to our sales data, we now see the correlation in parallel, like in daily business. So it’s very helpful for making quick decisions, and also a very quick improvement, even in a campaign or during a campaign, which we launched.”
The Solution
Extreme Digital used the Emarsys Platform as a single-source solution for unifying their data sets and delivering truly personalized omnichannel experiences. Emarsys enabled Extreme Digital to unify their online and offline data, allowing them to connect the user experience and create seamless customer journeys.
Unified data
With their data unified, Extreme Digital could align marketing activities to business results and prove marketing’s impact on revenue. Having all channels and data connected meant Extreme Digital could leverage tools like Emarsys Smart Insights and the Strategic Dashboard to see channel-specific opportunities for customer growth and revenue.
Advanced segmentation
The marketing team utilized the Emarsys platform’s segmentation and automation capabilities to deliver 1:1 personalized experiences to unique, targeted audiences. Tools like Web Channel Recommendations were used to provide relevant and meaningful content to customers, resulting in more purchases and increased revenue.
Integrated loyalty
With Emarsys Loyalty, Extreme Digital could positively impact the customer lifecycle using loyalty-specific tactics and campaigns to convert new customers to active customers, and active customers to repeat purchasing customers, which increased overall purchase frequency and average order value.
The Impact
With Emarsys Loyalty, Extreme Digital could positively impact the customer lifecycle using loyalty-specific tactics and campaigns to convert new customers to active customers, and active customers to repeat purchasing customers, which increased overall purchase frequency and average order value.
