Euroffice drives 51% revenue increase with smart automation

How the UK’s leading office supplies provider uses Dotdigital’s personalization platform to recover revenue, retain customers, and keep buyers coming back

In a competitive market where differentiation is hard-won, the Euroffice team knew that sophisticated email and web personalization would be key to staying ahead.

They were using a self-built abandoned cart program that wasn’t delivering the returns they needed. They knew they were leaving money on the table. They also recognized that they were missing out on capturing customers earlier in the buying process, before they even added items to their cart.

They needed a more sophisticated approach to recovering lost revenue and keeping customers engaged throughout their journey.

Most importantly, they needed their email platform and personalization tools to work seamlessly together.

Recovering lost revenue with automated abandonment campaigns

Euroffice replaced their self‑built cart abandonment system with a program powered by Dotdigital, and the results were immediate. Previously, they sent a single automated email the day after a cart was abandoned. Now, their new set‑up works much harder: if a customer’s cart value is over £118, they enter a free‑gift journey with three staggered emails sent at 44 minutes, 22 hours, and 72 hours. For carts below that threshold, customers are split‑tested into a discount‑based series, also sent in three timed stages. Alongside this, Euroffice introduced browse‑abandonment automation to capture even more potentially lost revenue. So when someone browses the website without adding to their cart, an automated email is triggered to encourage them to explore further.

Today, 61% of recovered value comes from cart abandonment while 39% comes from browse abandonment, proof that a connected lifecycle strategy works.

Making email and web work together

All of Euroffice’s business‑as‑usual emails run through Dotdigital, with personalized SmartBlocks being built in Fresh Relevance, Dotdigital’s personalization platform – then pushed directly into Dotdigital for send.

“The fact you can work in Fresh Relevance, push the content across, and it just magically appears in Dotdigital saves loads of time. It’s really convenient” says Dan Harrison, CRM Manager at Euroffice.

The integration means Dan doesn’t need to manually move product data or build recommendation blocks from scratch. Fresh Relevance pulls from the product feed, does the heavy lifting, and Dotdigital sends it to the right people at the right time.

New automation: Replenishment reminders

The team also recently launched, a new trigger that’s become one of their biggest wins: a replenishment reminder automation for consumable products.

28 days after a customer purchases items like paper, or food and drink, they receive an email with a personalized block showing what they bought last time, plus a recommendation block suggesting similar products at a higher value.

The results? A 51% revenue increase in the last 30 days and a 5.7% conversion rate, amazing results for a brand‑new lifecycle program.

Dynamic content that sticks

Euroffice recently refreshed their newsletter template and went deep on dynamic content to make sure a the most relevant message is shown to every recipient. After analyzing retention data, they found that customers with credit accounts and those who use their reward points system stick around longer.

Now, if a customer doesn’t have a credit account, that’s the first thing they see in the email. If they already have one, they get shown rewards instead.

In the last 180 days:

• 51% revenue increase from replenishment reminder automation with a 5.7% conversion rate
• 60k+ automated messages sent
• 2000+ sales recovered
• £365k+ revenue

Support that actually helps

Beyond the numbers, Dan says the ongoing support from Dotdigital has been a huge part of Euroffice’s success.

“I’ve used a lot of platforms over the past 10 years or so, and it’s one of the best ones for sure. Having the live chat is really good, and you can ask WinstonAI questions as well, which is handy.”

Dan continues, explaining that regular account reviews from Dotdigital’s personalization experts mean fresh ideas and proactive improvements are always in play. “They’re always looking at the account and suggesting new ways to optimise. It’s hard to step back from the day‑to‑day, so having that outside perspective is invaluable.”

With all the core automations in place, Dan’s focus now is on refinement. He says “I’ve done a couple of training courses, so it’s a case of going back and looking at what we’ve built in the past year and trying to refine.”

Building for the future: Introducing SMS for greater cross-channel personalization

The team is also testing their new SMS marketing channel carefully, having implemented a data capture pop‑up with smart logic. If they already have a customer’s email, a pop‑up asks for their mobile number to build their SMS marketing list. If someone’s unsubscribed, it offers re‑subscription instead – all in the same interaction.

“Another thing we’re working on is building our SMS list, because we don’t use that as a channel at the moment” says Dan. It’s early days, but they’re building the foundation for a new channel that can complement their email and web personalization.

For Euroffice, success isn’t about having every feature turned on, it’s about making sure each automation works hard, feels personal, and keeps customers coming back. With Dotdigital and Fresh Relevance working together seamlessly, they’re doing exactly that.