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Kitbag - Customer Success Showcase by Lyris UK

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How Lyris HQ & Lyris Professional Services helped Kitbag, Europe’s leading online sports retailer to:
1) Increase ROI via automation of email marketing campaigns
2) Automate Trigger Program
Visit http://lyris.co.uk/clients/customer-success-stories to see how over 5,000 organizations worldwide use our solutions to design, automate and optimize data-driven digital marketing programs.

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Kitbag - Customer Success Showcase by Lyris UK

  1. 1. About Kitbag Kitbag is Europe’s leading online sports retailer, working with some of the world’s largest sporting brands – including Manchester United, Real Madrid, and FC Barcelona – to drive business through their ecommerce channels. Kitbag has worked with Lyris for a number of years and during a period in which the retailer has expanded its own business to include more teams and ecommerce sites, in more languages, from around the world. Business Challenge With a large number of teams and accounts to manage on a daily basis, Kitbag needed a solution to automate as many of its email programs as possible, in order to reduce the need for manual labor and increase return on investment (ROI) through the timely delivery of targeted email campaigns. The Solution The Lyris Professional Services team worked closely with Kitbag to maximize ROI by recommending email programs based on industry best practices, but which were also tailored to Kitbag’s brand and business goals. With Lyris’ help, Kitbag has implemented a series of automated programs for a number of its accounts, and for its own Kitbag.com brand. Kitbag.com Trigger Programs Using its extensive knowledge of the retail industry, Lyris recommended a choice of trigger programs for Kitbag.com. Kitbag then customized the messaging and offers for those programs to make them as relevant as possible to its customers and influence conversions. Finally, Lyris built and tested the campaigns, and continues to maintain them to ensure they remain at peak performance. Ease of Automation Now that the campaign triggers have been set up, they simply run automatically, delivering specific and relevant content to Kitbag.com subscribers based upon demographic details like birth dates, or activities such as registering to receive email or abandoning something in a shopping basket during the purchase process. Kitbag Automated Email Campaigns Improve Operational Efficiencies and Increase Revenue by 45% Location Manchester, England URL www.kitbag.com Industry eCommerce Products & Services Lyris HQ Lyris Professional Services Results Automated trigger programs generated Customer Success Story 45%of total yearly email revenue 51% of all trigger program revenue Abandoned Basket Program generated 29% of all trigger program revenue Birthday Program generated The Lyris Professional Services team worked closely with Kitbag to maximize ROI by recommending email programs based on industry best practices, but which were also tailored to Kitbag’s brand and business goals. With Lyris’ help, Kitbag has implemented a series of automated programs for a number of its accounts, and for its own Kitbag.com brand.
  2. 2. Customer Success Story “The consultancy sessions we have with Lyris are invaluable, and ensure we set time aside from our busy day-to-day schedules to take a step back and really think about what programs we should invest our time and resources in to achieve the best possible results. Once we jointly decide on the best approach to take, the Lyris team helps us deliver the project as quickly and efficiently as possible.” - Jodie Gardner, Kitbag CRM Manager The automated programs that have been implemented include: • Welcome Program • Abandon Basket Trigger • Birthday Triggers • Lifecycle Trigger – Registered not bought, 4 days • Lifecycle Trigger – Registered not bought, 8 days • Lifecycle Trigger – Thank you for Purchasing
  3. 3. www.lyris.com Customer Success Story The Results Lyris and Kitbag performed an in-depth analysis for the Kitbag.com trigger programs in late 2012. The results were very compelling. Revenue generated from triggers: • The Abandon Basket email was the clear frontrunner of all triggers, with 51% of all trigger revenue coming from this stream. • In second place was the Birthday trigger, accounting for 29% of revenue. Revenue generated from triggers vs. overall revenue: Perhaps the biggest surprise was the percentage of revenue generated from trigger campaigns compared to regular “business as usual” (BAU) email programs. When looking at revenue figures for the whole in 2012, automated trigger emails accounted for 45% – nearly half of the total revenue generated. Having brought in almost as much revenue as standard messages which are set up manually, Kitbag recognized the excellent return on investment that can be achieved from automated campaigns. As a result, the retailer is exploring additional programs with the Lyris team that have the potential to drive similar or even greater levels of ROI. 51% 2% 7% 0% Welcome program triggers Abandon basket triggers Lifecycle triggers-reg not bought, 4 days (£5 off £50) Lifecycle tiggers-reg not bought, 8 days (£5 off £30) Lifecycle tiggers-thanks for purchase (£5 off £30) Birthday tiggers (£5 off £30) Trigger Breakdown Ready to Get Started? Lyris’ Integrated Digital Marketing solution extends the value of email through cross-channel integration that can significantly increase revenue and conversions of all digital marketing programs, generate higher customer loyalty, and increase the lifetime value of customers. Benefits • Drive revenue through behavioral retargeting • Deliver a consistent customer experience across digital touchpoints • Achieve visibility across the entire customer lifecycle Capabilities • Proven email engine with tens of billions of messages sent • Easy content creation and management • Deliverability and reputation management • Email reporting and analytics • Mobile optimization and creative designs • Advanced segmentation • Automated testing • List management • Cross-channel campaign planning and optimization • Behavioral remarketing • Integrated Web plus email analytics • Real-time campaign revenue and conversion tracking • Embedded social features • Dynamic content • Hosted landing pages • Hierarchical subaccounts Total Revenue Split Standard Messages Trigger Messages 55%45% Lyris, Inc. | 6401 Hollis Street, Suite 125 | Emeryville CA 94608 USA Toll free + 1-800-768-2929 | International calls + 1-510-844-1600 | Fax + 1-510-844-1598 Customer support + 800 LYRIS CS (597-4727) or + 1-571-730-5259 AUGUST 2013 Copyright © 2013 Lyris, Inc. All rights reserved. 29% 11%

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