MADE.COM is one of the major success stories of European retail, achieving market-leading growth at even the most turbulent of times for the retail sector. Headquartered in the UK, the brand now serves 9 different countries with seven showrooms across Europe, and has been growing at an impressive 30-40% year on year.
Central to MADE’s success is its customer-focused approach to innovation, and the brand is renowned for leading the way when it comes to the customer experience.
As a digital-first brand, the MADE customer story begins and ends online. But with a wide range of product categories and styles, the customer journey looks different for every shopper. Recognising the need to equip every potential buyer with the information and confidence they need to buy furniture and homeware online, the MADE team champions a personalised approach to communicating with the brand’s customers that has context and relevance at its core.
Ometria enables the MADE marketing team to do exactly that – empowering the brand to communicate with customers at the right moment in their journey, with content that is tailored to that customer’s behaviour and interests.
With millions of subscribers, email is a core communication channel between MADE and its customers, and is key to driving repeat purchases and revenue from existing shoppers and subscribers. The MADE marketing team uses the Ometria platform to power its broadcast and automation email campaigns, as well as targeting customers with relevant messages on social media.
The marketing team is able to use detailed insight from Ometria’s customer intelligence layer to make sure each customer is sent content that is relevant based on their interests, behaviour and stage in the buyer journey.
For example, the team is able to personalise both its broadcast and automation emails using behavioural segmentation, dynamic content and product recommendations to make sure each recipient is given contextually-relevant experience.
Using Ometria, MADE’s CRM team has been able to efficiently scale out its personalisation strategy, both in its broadcast and automation campaigns.
Partnering with a provider that could reliably handle the complexities of the brand’s sophisticated approach to CRM was a core reason that MADE chose Ometria as a marketing platform.
Product vision and retail expertise are also incredibly important to MADE, and the brand has worked closely with the Ometria’s customer success and product teams to help achieve its CRM objectives.
Since partnering with Ometria, the MADE team has seen a significant increase in retention-related revenue and metrics, and CRM revenue has grown at twice the rate of the overall business.