British fashion retailer, Reiss revamped its direct marketing strategy to enhance customer engagement through mobile phones. Reiss recently teamed up Oracle Marketing Cloud (OMC) to tackle its email traffic which has increased by 45% in the past year.
Case study summary
• Reiss goes mobile first with Oracle Marketing Cloud Creative Studio
• Responsive mobile-first email template with added features to boost engagement
• Engaging first screen with clear message and call to action
• Reiss increased conversion rate on mobile by 41% after going live on the Oracle Marketing Cloud responsive email template.
The challenge
A lot has changed for British fashion retailer, Reiss, since 1971. Starting out in London’s Bishopsgate selling men’s suits, the company has grown to become a respected brand with a roster of international branches and a prominent online offering. With a focus on cross channel marketing, Reiss sends out over five million emails a month to a customer database that has grown by 50 per cent year-on-year.
However, in an increasingly mobile-first world which has seen the company’s mobile traffic increase by 45 per cent in the past year, Reiss knew that it needed to develop a more sophisticated email program for mobile. Reiss looked to Oracle Marketing Cloud’s Creative Studio to deliver an optimal user experience straight into the hands of its customers.
• High volumes of email campaigns to build
• Surging mobile traffic
• Non-mobile compatible email template focused on design rather than functionality
The solution
Working with Oracle Marketing Cloud Creative Studio, Reiss developed a modern and interactive user experience. This encouraged customer clicks, but more importantly increased the value of those clicks by focusing on conversion rates and engagement. The new bespoke email template also allowed Reiss to become more agile in presenting impactful content to customers, thanks to a dramtic reduction in build time for email communucations.
• Responsive mobile-first email template with added features to boost engagement
• Focus on usability and consistent brand identity
• Engaging first screen with clear message and call to action
The results
• Global revenue on mobile grew by 116% across all channels
• Conversion rate on mobile increased by 41%
• Mobile device interactions average 60% of clicks from email, often increasing to 70% depending on spend time
• Bounce rate fell by 71% year on year
Looking ahead, Reiss believes the template will also provide a strong foundation upon which further personalization, segmentation, and testing can be applied. With the launch of its new website, this will be a key focus for the company over the months ahead.
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