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CM Group Tapped to Relaunch Retailer’s Loyalty Program

Sailthru’s personalized marketing automation adds relationship marketing capabilities and new layers of personalization to customer relationships

With loyalty programs growing at a record pace, and new innovative marketing technology now available to employ, brands in all industries are rethinking their approach to the old way of doing things.

Fashion accessory retailer, MZ Wallace, was one of them. After making the decision to relaunch a loyalty program it established in 2014, it turned to Sailthru — part of CM Group and the leading personalized marketing automation SaaS solution for retailers, publishers and media — to bring its loyalty program points management system in house and add new layers of personalization to the experience. Its goal was to reward program members with more engaging, interactive online experiences, add new loyalty perks and rewards, and increase repeat purchases.

Sailthru provided the following solutions to help achieve this:

  • Sailthru’s Lifecycle Optimizer: Allowed MZ Wallace to send customer-centric emails such as welcome, browse abandonment, cart abandonment, reactivation, and post-purchase automated email flows as buyers make specific actions.
  • Sailthru’s Audience Builder: Enabled MZ Wallace’s email marketing team to segment individual subscribers and create shopper profiles by loyalty status, rewards earned, browse and purchase history, and more to use in new campaigns.

This functionality allows MZ Wallace to include such features as a unique discount code that follows each shopper until it’s redeemed, automatically populating other triggered and email campaign messages. As a result, MZ Wallace has seen a noticeable lift in sales and revenue generated by these interactions.

“MZ Wallace is growing quickly, and it’s important that our marketing technology innovates and scales with us,” said Kevin Mogyoros COO & CFO. “Sailthru has been a critical piece to engaging our customers, increasing loyalty, and inspiring repeat purchases through more personalized, meaningful, and elevated customer experiences.”

Download the full case study for more details about the implementation, the Sailthru solutions used, and results.