Case Study

How O2 Telefonica tripled eCommerce sales from their CRM campaigns

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– Overview

From upselling to cross-selling right through to first-time sales, email is a core strategy for O2 Telefonica. The team recognized that their product led emails were no longer resonating with their subscribers and in turn impacting engagement rates & sales.

As a leading brand in the mobile industry, O2 has an abundance of content at their fingertips such as how-to-videos, articles, influencer posts, user-generated content and the brand’s own content. With this influential content available the challenge was to integrate this content into email campaigns to provide captivating newsletters for each subscriber and support buying decisions. Here’s their story. 

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Increase in add to cart rate

Personalized & shoppable CRM campaigns

Challenge

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Improve eCommerce sales from CRM campaigns

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Improve unsubscribe rates with fully personalized & shoppable emails for each subscriber

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Reduce campaign creation costs & resources

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Integrate content into email campaigns from different channels without added cost or resource

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Trigger communicates based on behavior & purchase history

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Help subscribers find the best & most relevant products quickly & easily

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Enable subscribers to easily move from education to conversion

"The team gained unique insight into how their articles, posts, videos, and other assets directly impacted sales performance. This meant that the team could connect the content within their CRM campaigns to sales for the first time ever."

— O2 Telefonica

End result

By implementing visual commerce, O2 Telefonica took on a dynamic and personalized approach to its CRM campaigns – ensuring the delivery of engaging emails every time to each customer. The team were able to not only personalize and automate their CRM campaigns, but visual commerce enabled them to make their influencer posts, user-generated content, videos, blogs and articles shoppable, increasing add to cart rates by 275% from CRM campaigns.

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