Leveraging brand heritage to power post-purchase automation

  • Avg. open rate on aftersales emails

  • Response-to-click rate

Grenson prides itself in the quality of its shoemaking through astute attention to detail; since 1866, the brand has respected best-of-breed techniques and processes which have ultimately earnt the brand its heritage status. Grenson’s reputation as a champion shoemaker is the overriding message that needs to be relayed to customers at each and every touchpoint.

Challenge

The surge in ecommerce brought with it a need for Grenson – like many other retailers – to provide a customer experience online that marries perfectly to the one in store. Grenson wanted to broaden its email reach without compromising its respected heritage status – in effect, sustaining aftersales engagement through personalized customer care, rather than through the art of upselling.

The automation workshop with dotdigital was a great process … it enabled us to talk to the team about our brand and customer experience desires. The team made sure that they knew our goals and key metrics so we had a clear plan for implementation.”

Ashley Hubbard, eCommerce Manager

Solution

Through a ‘collaborative automation build’ session with dotdigital’s digital marketing specialists, Grenson implemented a post-purchase automation program that was purely customer-centric. The “thank you” trigger email was highly attentive towards customers’ feedback, delivered product-enhancing content and reinforced the brand’s legacy values of craftmanship and quality.

Collaboration was the best option for Grenson to kickstart its automation journey. The team initially scoped the project with their dotdigital account manager and digital marketing specialist, during which the data framework, program structure and campaign body was outlined. Afterwards, the automation was built during a co-operative, face-to-face session, and then quality-tested and activated by dotdigital. The value for Grenson was twofold: being trained on how to build an automation program (i.e. understand the logic to set up more in the future) and the deliverable of a tried-and-tested automation program, built by experts.

Solution

Through a ‘collaborative automation build’ session with dotdigital’s digital marketing specialists, Grenson implemented a post-purchase automation program that was purely customer-centric. The “thank you” trigger email was highly attentive towards customers’ feedback, delivered product-enhancing content and reinforced the brand’s legacy values of craftmanship and quality.

Collaboration was the best option for Grenson to kickstart its automation journey. The team initially scoped the project with their dotdigital account manager and digital marketing specialist, during which the data framework, program structure and campaign body was outlined. Afterwards, the automation was built during a co-operative, face-to-face session, and then quality-tested and activated by dotdigital. The value for Grenson was twofold: being trained on how to build an automation program (i.e. understand the logic to set up more in the future) and the deliverable of a tried-and-tested automation program, built by experts.