Automation, AI and Meta retargeting is a winning combination for Champion Europe

Champion Europe is a leading designer, marketer, and distributor of athletic apparel, footwear, and accessories across Europe, Africa, and the Middle East. They are headquartered in Italy and have a design, development, and sourcing center there. The brand, born from sport, focuses on innovative design and product testing to ensure quality.

A small team with big ambitions in a hugely competitive field

The market for sportswear in Europe is growing rapidly, driven by people focusing on their health and wellness and the fashion trend for athleisure. In 2024, the industry was estimated to be worth $ 89 billion and is expected to rise to $ 163 billion within the next 10 years.

Sport and competition go hand in hand. Standing out in a crowded market, dominated by huge global brands that might spend $1 billion in marketing in one quarter, is a big challenge. However, with an impressive history spanning over 100 years, Champion, with its iconic logoed hoodies and sweatshirts, is a heritage brand that remains a staple in stadiums and on the streets.

Irene Zaccarelli, Digital Content & CRM Manager at Champion Europe Group, explains: “Compared to the huge brands we have a much smaller team. We need to be smart and use technology to enable us to be efficient, but also creative, engaging and innovative in our customer communications.”

Maximizing abandoned cart recovery rates with Meta retargeting

To succeed in these goals, Champion Europe works with the team at Dotdigital and its marketing automation platform. Irene adds: “With Dotdigital we have access to technology that levels the playing field when it comes to customer engagement, but also the support of a larger team that has a wealth of experience, not only in ecommerce but also clothing sector.”

Champion Europe has worked with Dotdigital to introduce a new automated abandoned cart strategy, combining email and Meta retargeting. As well as via triggered emails, prospects are automatically targeted on their Facebook and Instagram feeds with items they left in their carts. Simona Paladini, Digital Content and CRM Specialist at Champion Europe, explained: “This new cross-channel approach has boosted visibility and improved conversion rates.”

Using generative AI for creative and compelling content

With Dotdigital, the team has been able to ensure consistent high-quality across its automated email campaigns, boasting a fresh design and dynamic content. This has been further enhanced by taking advantage of the platform’s generative AI capabilities, using WinstonAI™ to create email subject lines that resonate strongly with its audiences.

Simona adds: “When you have a small team it can be a challenge to keep your content fresh. The subject line of an email is the first thing a customer sees, so it needs to be immediately engaging. With WinstonAI, we have a powerful tool that takes away the pressure by presenting us with the right message, tone and length.”

Today, the Champion Europe team’s automated programs include cart abandonment emails, new customer welcome messages, and updates for its loyalty scheme members in the UK and Italy. Through the introduction of a post-purchase survey created and automated through the Dotdigital platform, the team has also made it easier for customers to share their feedback and for these insights to be shared across the business.

Increased email open rates and revenue growth

Since introducing Dotdigital over a year ago, the Champion Europe team has fully embraced the new functionality available to them, achieving impressive gains.

The open rate for its emails is also at an all-time high, exceeding 60%. This proves the look, feel and content of its communications are connecting with customers and creating stronger engagement with the brand.

Looking to the near future, the Champion Europe team plans to extend its abandonment strategy to include abandoned browse triggers for customers who browse but do not cart items, as well as extend its successful loyalty program to other countries.

Irene concludes: “Working with Dotdigital we have been able to take our marketing automations to the next level, and their team has quickly become an integral part of Champion Europe. Together, we are representing the heritage of our brand and successfully competing against market leaders and the many new brands that have entered the market in recent years. We may be over 100 years old, but we are faster, more agile and innovative than ever.”