Creed Achieves Scent-sational Success

The House of Creed, a renowned luxury perfume house committed to crafting exceptional fragrances for both men and women using the finest ingredients worldwide, has a strong global presence spanning North America, Europe, the Middle East, and Asia Pacific. Their brand reaches customers through dedicated Creed stores and prestigious retailers like Harrods and Selfridges, in addition to their dedicated website and partnerships with upscale online retailers.

After emerging from the pandemic, Creed wanted to translate the offline sensational experiences perfumes into an online experience.

Creed achieved remarkable results with the support of Mapp Marketing Cloud

Creed Needed a comprehensive customer view

Creed wanted to increase their revenue by delivering exceptional omnichannel customer experiences. To achieve this, they needed to:

• Capture crucial customer interactions, such as product/category interactions
• Create a comprehensive 360-degree customer view
• Strategically personalize experiences across all channels

They sought a flexible platform capable of seamlessly integrating various data from their CRM, Magento, and other core systems to make sense of their data, layer this for deeper analysis, and activate these insights to drive omnichannel marketing.

Influencing the ingredients for customer-centric experiences

Creed partnered with Mapp Marketing Cloud to centralize customer data for insightful, data-driven decisions. Following this, the marketing team could use our marketing automation to action those insights through channel orchestration.

1. DIVING DEEP INTO CUSTOMER DATA

Having data stored and structured this in Mapp Marketing Cloud it allowed them to work with their data in a more flexible way. Creed explored more about customer types (new & existing), demographics, buying habits, online behavior, and preferences. This aided them to create KPI reports detailing information like product name, quantity purchased per customer type, and product volume bought. And for every product interaction, it would be logged against a user/customer type for better targeting.

As Creed became more comfortable with their analytics, they investigated scenarios such as the conversion likelihood after a customer trials a sample product. Mapp Intelligence helped the team gather diverse insights from various segments to better understand user journeys for each type of product. From there, Creed could tweak campaigns effectively to increase repeat purchases, understand the likelihood of products being repurchased, and identify replenishment cycles. They could conduct precise customer segmentation based became on profile attributes, engagement & behavior, and transactions, helping automate and orchestrate personalized experiences.

2. GOING OMNICHANNEL

Creed wanted to identify their customers through their offsite channels via offsite channels, such as Selfridges’ physical stores, where customer data captured at the point of sale would help merge online and offline experiences. The team used Mapp Marketing Cloud to collect customer data from their boutique and other retailer forms to grow insights into these customer’s preferences, needs, and desires. Using this, Creed established direct communications with these retail customers to send personalized emails that were tailored to their local boutiques or stores. This would help drive foot traffic to targeted events and special offers for increased customer engagement, successfully amplifying them as an omnichannel luxury brand.

3. ACTIVATING INSIGHTS TO DRIVE PERFORMANCE

Email Revenue Skyrocketed by +32% YoY

By implementing Activity-Based Email Scheduling and Content Tracking, Creed tailored emails to customer interactions and preferences, hitting the mark with the right message for the right audience.

Remarkable CVR Uplift of +743%

Creed’s Segmented Email Campaigns, fuelled by insightful audience segmentation, highlighted the impact of delivering finely tailored content for their individual preferences. This fostered stronger connections with customers.

Revenue in Auto Journeys Surged by +47% YoY

Revamping their Email Auto Journeys with customer insights, Creed streamlined automated workflows to dispatch relevant, timely messages, nurturing engagement and driving sales. The subtle automation of email programs not only enabled targeted delivery based on robust data but also substantially amped up the return on advertising spend and advertising revenue.

Astonishing +220% ROAS and +200% Revenue Growth

Creed’s strategic Paid Social & Search Audience Targeting, underpinned by customer data, enabled custom and lookalike audiences. This honed targeting precision to amplify the message reach and optimized ad efforts for stellar returns.

Mapp Marketing Cloud went beyond just bringing together Creed’s data; it provided a clear view of their varied customer base and how things were running operationally. Creed used these insights wisely across their whole organization, influencing important areas like New Product Development (NPD), keeping customers interested in products, pricing strategies, creating exclusivity, shaping marketing strategies, honing brand messages, and assessing how effective their campaigns were. This smart use of customer insights helped Creed to improve customer satisfaction.

Now, the partnership between Mapp and Creed is levelling up. Mapp is assisting Creed in the migration of their website to Shopify. This strong integration gives Creed an even better understanding of their customers by connecting all eCommerce data smoothly to Mapp Marketing Cloud. This setup not only provides sharper customer insights but also paves the way for a more focused approach to boost revenue growth.