The paper "Market Trends and Developments Version for Jeanswest" is an outstanding example of a marketing case study. Jeanswest is one of Australia’ s leading fashion retailers. With more than 3000 stores across Australia, New Zealand, the Middle East, Fiji and China, the company is continuing to expand its international footprint to become a truly global brand. Back in 2009, however, the company’ s Australian email marketing activity was still stuck in the 90s and it was sending out generic, largely untargeted, batch and blast emails to its local customers. Jeanswest knew that, in order to be industry-leading, it needed to find a more effective approach to data management and reporting and a more personalized way to communicate. Objectives: Its key objectives were to: easily access customer data and create more personalized relationships with customers increase efficiency and reduce staff time execute automated marketing campaigns fail, increase email open rates and drive click-throughs to the Jeanswest website drive revenue. Strategy: Budgets were fairly lean and, without a huge team, Jeanswest needed a solution that was quick to implement, easy to use and would deliver a substantial ROI. Jeanswest began using the Responsys Interact Suite in order to achieve these goals; Jeanswest also launched new eCommerce and web platforms.
This strategic move consolidated its digital marketing efforts and made it easier to access cross-platform data, as well as target customers with emails based on such information as to past purchase behaviour. Execution: Through Responsys, Jeanswest has devised three types of targeted and automated email campaigns that run concurrently with its promotional calendar campaigns: Targeted activity: campaigns are developed based on a customer’ s data and past behaviours. For example, customers who purchased a top in a floral print previously are targeted when Jeanswest releases a new top in a similar style with a different pattern.
When Jeanswest tried to do something like this in the past, the data was nearly impossible to access and the process was time and resource-heavy. Triggered campaigns: Jeanswest created tailored campaigns at significant milestones based on a customer’ s loyalty status.