Ascena Retail Group Sees 40 Percent Revenue Lift With Orchestrated Marketing From Responsys

Ascena Retail Group Sees 40 Percent Revenue Lift With Orchestrated Marketing 
From Responsys 
Leading Specialty Apparel Retailer Realizes the Benefits of
Orchestrating Marketing Experiences Throughout the Customer Life
Cycle 
SAN BRUNO, CA -- (Marketwired) -- 09/20/13 --  
News Highlights: 


 
--  By individualizing email content based on customer profile data,
    Ascena Retail Group experienced 70 percent higher unique open rates, a
    55 percent increase in click-through rates and a 225 percent boost to
    its conversion rate.
--  An abandoned cart campaign using recommendation data provided a 275
    percent lift in open rates, a 450 percent lift in click-throughs and a
    240 percent higher conversion rate -- plus a 600 percent increase in
    revenue per email.
--  Since implementing automated programs with Responsys, Ascena Retail
    has seen a 22 percent decrease in the number of hours it takes to
    produce and launch campaigns.

  
Working with Responsys, Inc. (NASDAQ: MKTG), a marketing cloud software
and services leader, Ascena Retail Group, Inc., a leading specialty
apparel retailer that operates through wholly-owned subsidiaries,
including Lane Bryant and Catherines, has achieved impressive revenue
gains from orchestrating automated and highly individualized
marketing programs throughout the customer life cycle. 
"We selected Responsys in order to scale our digital marketing
program, leverage customer data and ultimately create highly relevant
marketing messages that would increase ROI," said Marc Schweid,
Director of Digital Marketing at Ascena Retail Group. "Now, we're
delivering individualized experiences based on customer interactions,
such as clicking on a link in an email message, browsing items on our
website or shopping in one of our brick and mortar stores. We are
seeing incredible value from showing our customers that we understand
who they are, what they like and what they buy." 
Leveraging the Responsys Interact Marketing Cloud, a technology
platform built to help brands develop and maintain individual
relationships with their customers at massive scale, Ascena Retail is
able to build profiles of customers with rich data, design
experiences that unfold over each customer's lifetime and then
deliver personalized messages and offers. Specifically, the Interact
Marketing Cloud enables Ascena Retail to: 
Stand out in the inbox: Highly actionable customer data, such as
which email was clicked on or what item was most recently browsed,
stored within the Interact Marketing Cloud, allows Ascena Retail to
individualize email content so that its messages stand out from all
the clutter in the inbox. Resulting from this, unique open rates are
70 percent higher, click-through rates are up 55 percent and the
conversion rate is 225 percent higher than before Ascena Retail
started working with Responsys. 
Generate incremental revenue: Taking advantage of Responsys'
integration with Adobe, Ascena Retail is able to retarget customers
who abandoned their shopping carts with tailored campaigns featuring
the item that was left behind. Plus, Ascena Retail also utilizes
Adobe's recommendation engine to incorporate images of other products
the customer may like. This abandoned cart campaign using
recommendation data provided a 275 percent lift in the open rate, a
450 percent lift in click-throughs and a 240 percent higher
conversion rate -- plus a 600 percent increase in revenue per email
delivered. After the product is purchased, Ascena Retail again taps
into the Adobe integration to send ratings and review requests, which
has increased the number of customer reviews by 150 percent. An
additional, unexpected benefit of this program is that a number of
customers who return to the site to write a review also buy
additional products at that time, generating incremental revenue. 
Boost productivity: Since orchestrating its marketing programs with
Responsys, Ascena Retail has seen a significant drop in the number of
hours it takes to produce and launch campaigns. In fact, Ascena
Retail reports a production savings of about 22 percent, which means
the company has more time to think about new strategies and create
more compelling content. 
"Ascena Retail Group does an excellent job of understanding who their
customers are and what they want from their favorite store," said
Rich Fleck, Vice President of Strategic Services at Responsys. "When
a retailer builds a customer profile, creates highly relevant
experiences for each stage of the customer journey and then
orchestrates the delivery of those offers so that the customer
receives the right offer, at the right time, the results are really
extraordinary." 
To hear more about Ascena Retail Group's success with Responsys,
watch the video. Marc Schweid will also be participating in a
roundtable discussion with Mike Hotz, Director of Strategic Services
at Responsys, at the Shop.org Annual Summit on Wednesday, October 2,
2013. 
Suggested Tweet on Today's @Responsys News 


 
--  Click to Tweet: With orchestrated marketing from @responsys, Ascena
    Retail Group sees 40% revenue lift rpsys.co/YS #digitalmarketing

  
About Responsys
 Responsys (NASDAQ: MKTG) is a leading marketing cloud
software and services company. Our mission is to enable the smartest
marketing in the digital world. The most respected brands across the
globe use the Responsys Interact Marketing Cloud to manage their
digital relationships and deliver the right marketing to their
customers across email, mobile, social, display and the web. Our
customers gain competitive advantage through the automation,
individualization, and coordination of cross-channel marketing
interactions at massive scale. Founded in 1998, Responsys is
headquartered in San Bruno, California and has offices throughout the
world. For more information visit: responsys.com.  
Connect with Responsys  


 
--  Like Responsys on Facebook - https://www.facebook.com/Responsys
--  Follow @responsys on Twitter - https://www.twitter.com/Responsys
--  Follow Responsys on LinkedIn -
    http://www.linkedin.com/company/responsys

  
Contact:
Heather MacKinnon
Responsys, Inc.
415.278.5437
hmackinnon@responsys.com 
 
 
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