Case Study: Pet Circle strengthens its communication with its customers

Australian online pet supply company Pet Circle needed a way to improve its communication with its customers to create more engaging and creative marketing strategies.

Negar Mokhtarnia, head of product at Pet Circle spoke to Digital Nation Australia on the approach the company took.

She said the last platform they used only gave them basic customer segmentations.

“You couldn't bring in anything that was customer-level data to the platform to then create a triggered campaign or dynamic content in the platform. One of the reasons we started looking at Emarsys was to get that one-on-one communication with our customers.

“They were able to bringing in a couple of other functionalities that were perfect for us, including the relational data, which allowed us to bring all of the data we had from our customers to that database that sits between our systems and Emarsys.”

Mokhtarnia said Pet Circle brought in their zero-party data, layered it with their engagement metrics and added in predictive analytics to understand their customers and what they want to see from the brand.

“Then we use Emarsys’ dynamic content capability to go into each of those touchpoints, and customise every point of the touch point for our customers to make it relevant. We've seen great results since we’ve done that,” she said.

Since implementing the platform in August 2019, they have been able to add more triggered campaigns.

“There used to be a very table stakes e-commerce triggered campaign, and we now have a holistic programme that has more than 50 campaigns. It has different journeys for depending on customer type, depending on pet type, pet's life stage,” she said.

“We've been able to do cool things with the data since we were able to bring into Emarsys."

"On top of that, the scalability was an issue with our old platform, we've been able to scale well with Emarsys,” she said.

Mokhtarnia said a lot of the data and the triggering is dynamic.

“We can almost decide which touchpoints we want to touch with each customer, depending on their preference, what they want to see, when to send the emails, has been a great winner for us. A lot of that has created this really successful platform for us,” she said.