Orlebar Brown has overhauled its personalisation marketing strategy through a digital transformation with Emarsys, resulting in a 20 per cent increase in online revenue from less than three per cent of campaigns.

The British swimwear retailer is now able to send targeted offers and messages in the right communication channel, with retention campaigns seeing open rates rise by 40 per cent on average.

Since starting to use Emarsys’ marketing automation and personalisation six months ago, a better grasp over customer data allowed the company to understand where and how people engaged.

Jamie De Cesare, digital director at Orlebar Brown, said: “Emarsys provides actionable insights that enable us to take a pure customer-centric and consistent approach with our marketing, online and in-store.

“Where most marketers are limited to sending a few tailored campaigns to broad audience segments, we’ve moved closer to delivering on that promise of marketing – true 1:1 personalisation,” he added.

Last year, Orlebar Brown partnered with Cegid to implement a new omnichannel solution to support international growth.

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