Emarsys

As one of the most recognized brands in the world, Nike is poised to fulfill the demands of their customers wherever they are, and the Hong Kong office is no different. Nike Hong Kong wanted to deepen their relationship with customers through better segmentation, automation, and customer lifecycle tracking.

Without customer lifecycle tracking, it was impossible for Nike HK to treat their audience as individuals.  With a huge contact database, Nike needed a partner that could help them segment more  efficiently  and help them engage their customers in their individual  lifecycle  stage.

With Emarys, Nike HK was able to identify where their customers were in the buying cycle (and start to understand their customer better) by launching several campaigns including Welcome, Birthday, Abandoned Cart, and Browse Abandon.

Using engagement score, purchase history and other behavioural patterns, Emarsys predicts a contact’s potential LTV as well as their likelihood to purchase, visit your website or churn, in a given time frame. Its AI identifies what day and time to send a message when each individual recipient is at their most responsive, and using engagement probability, understand the likelihood that each contact responds to individual channels.

Since implementation, the conversion rate  for these campaigns has shot up 110%. Nike HK was also able to go from no lifecycle campaigns to launching 10 campaigns, and increase site visits by 32.5%