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City Beach 1 Retail | APJ SAP Emarsys Customer Engagement
Retail
Established in 1985, Australia’s premier youth fashion retailer has grown to 70+ physical stores and 1.4 million database contacts.
+18.3% Leads Increase in leads converted into first-time buyers +5.9% Converted Increase in first-time to second-time buyers +48% Customers Won back customers from defecting +3% Order Increase average order value
Headquarters Australia
Products Fashion retail
Web Site
citybeach.com
Business Challenges • Better engage their 1.4 million database contacts and treat each customer as more than just an email address • The brand had plateaued in terms of their ability to create meaningful relationships with their customers • Prevent customer churn and drive repeat purchases Customer Benefits • Since AI is truly integrated within the SAP Emarsys Customer Engagement Retail Platform, City Beach saved time, complexities, and implementation issues compared to using a separate AI solution • AI continuously optimizes business results through personalizing engagements for each contact with relevant products in the right channel at the right time • City Beach can now predict customers who are likely to churn, make a purchase, and become inactive; they can then engage with them in real time programmatically • Only AI could help them scale their business and achieve 1:1 omnichannel engagement “The biggest win was shifting our focus from short-term ROAS [return on add spend] goals to long-term retention goals by working out customer lifetime value. This meant not just focusing on single transactions, but focusing on engagement customers with the City Beach brand over a longer lifecycle.”
Michael Doyle Former Head of Marketing City Beach
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