Increase in email‑attributed revenue
Birthday automation across Australia for Number One Shoes
Increase in YOY revenue
Ngahuia Group is one of New Zealand’s largest retail groups, operating widely recognised brands. These include The Outlet, which offers a broad range of apparels, footwear, and gears at discounted prices; Torpedo7, which specialises in outdoor and adventure equipment; and Number One Shoes and Hannahs, two of the country’s most established footwear retailers.
Fragmented martech stack & disconnected customer data created operational barriers
Following the acquisition of Torpedo7, Ngahuia Group encountered challenges across all brands. Their martech stack was fragmented, with multiple platforms such as Salesforce Marketing Cloud and Emarsys being used simultaneously, resulting in operational inefficiencies and escalating costs.
In addition to this, the organisation struggled to fully leverage customer data for personalisation, limiting their ability to deliver targeted and relevant experiences.
Customer insights from in‑store and online channels were also disconnected, making it difficult to create a seamless cross-channel journey.
Lastly, there was a need for deep and reliable integration with their core systems – Cody and Ontempo, ensuring smooth data flow and operational alignment.
These issues highlighted a clear opportunity: adopting a single, user‑friendly platform capable of consolidating data, integrating across all channels, and providing consistent marketing capabilities for all brands.
Implementing a single marketing platform across all brands
Ngahuia Group deployed Dotdigital across all its brands, fully integrating with Cody and Ontempo to form a unified data environment. This allowed each brand to run campaigns tailored to their customers while benefiting from shared infrastructure, training, and support.
Brand‑level activations included:
The Outlet
The Outlet made significant progress by building unified customer profiles that merged both in-store POS and ecommerce data, providing a holistic view of each customer across channels.
Automated customer surveys were implemented across both digital and physical touchpoints to drive repeat purchases while capturing valuable preference and intent data. Customers were segmented based on inferred interests and purchase behaviour, supporting more precise audience targeting for paid social and promotional campaigns.
The Outlet also established workflows to capture user‑generated content and product reviews, complemented by custom email blocks and NPS surveys designed to gather feedback from both online shoppers and in‑store customers.
Number One Shoes & Hannahs
Number One Shoes and Hannahs implemented Meta re‑engagement strategies by creating category‑specific audience segments (kids’ shoes, women’s fashion, men’s casual) to retarget customers through social ads and guide them back into email journeys.
They also introduced advanced behavioural automation programs, including abandoned cart and abandoned browse triggers, birthday greetings, and welcome series. These automations were continuously tracked for comparative performance and optimisation.
Dotdigital’s local New Zealand team provided hands‑on onboarding, creative services, and ongoing managed campaigns to quickly bring each brand’s marketing to maturity, enabling them to leverage the full potential of the platform.
Highly recommend Dotdigital. We’ve been using Dotdigital for the past two years, and the experience has been outstanding. The team is incredibly responsive, highly knowledgeable, and consistently goes above and beyond to support us.
Their customer service is consistently prompt and helpful when it comes to technical queries. We’ve always felt well-supported and encouraged to explore new ways to get more out of the platform.
Dotdigital also run regular webinars and masterclasses, which have been genuinely useful in helping us better utilise the platform and stay up to date with new features and best practices. Overall, a fantastic experience!
Eleni Zervaki, Digital Marketing Specialist
Stronger revenue, higher loyalty, and lower costs
The unified platform delivered measurable impact at both group and brand level.
Group-wide gains:
- 382% increase in repeat customers
- 80% increase in customers overall
- 59.59% year‑on‑year revenue growth
- 32% growth in email‑attributed revenue
Brand-specific highlights:
The Outlet:
- 40% increase in send volume, supporting rapid audience scale
- 96% growth in email‑attributed revenue and 25% increase in revenue per recipient
- 169% increase in repeat customers, reflecting stronger retention and lifecycle engagement
Number One Shoes:
- Meta audience re‑engagement led to an 18% increase in email engagement.
- Birthday automation achieved an outstanding 15.3% CTR across Australia, significantly surpassing industry benchmarks.
- Abandoned cart automation generated $1.96 average revenue per recipient in Australia and $1.68 in New Zealand.
What’s next: intelligent, targeted and connected marketing
Ngahuia Group plans to build on its current momentum by introducing AI‑driven product recommendations across all brands, allowing customers to discover more relevant products. The group will also broaden its reach through additional social channels, creating more opportunities for targeted re‑engagement and personalised messaging.
To support store performance, Ngahuia Group intends to run geo‑targeted campaigns designed to drive foot traffic into specific regional locations. Complementing this, they will develop persona‑based segments that enable more tailored, loyalty‑style communications, strengthening customer relationships and encouraging repeat purchases.