The Austin Group, known for brands like Cable Melbourne and Perri Cutten, have revealed their enhanced partnership with SAP Emarsys, aiming to significantly improve their customer engagement and overall omnichannel experience. The collaboration is not new to the group; Gazman, another Austin Group heavyweight, has partnered with SAP Emarsys for the past four years and has seen consistent growth in email revenue, thanks to the targeted marketing content produced by SAP Emarsys.
Cable Melbourne and Perri Cutten, two of the three brands within the Austin Group, have embarked on a partnership with SAP Emarsys, renewing their commitment to customer engagement. Gazman, the group's major menswear brand, has been using SAP Emarsys' solutions for four years and has witnessed a consistent increase in email revenue across both in-store and online channels. This success is attributed to the efficient integration of customer and sales data with targeted marketing content through the SAP Emarsys platform.
The recent addition of Cable Melbourne and Perri Cutten to the SAP Emarsys platform will further enhance the Austin Group's omnichannel experience and offer robust benefits to its customers. Cable Melbourne reported some strong initial results in email customer engagement, including a rise in average open rates and click rates for like-for-like audiences.
Artificial Intelligence (AI) and personalised messaging are playing a crucial role in transforming the way consumers shop in Australia. It contributes to delivering tailored shopping experiences and enhances overall customer loyalty through personalisation. By effectively understanding and engaging customers, brands can ensure their future success in a highly competitive market.
Dean Enticott, Head of CRM at Austin Group, highlighted the importance of relevance and personalisation in today's fashion retail industry. He stated, "Maximising customer engagement for Cable Melbourne and Perri Cutten involves communication through the right platforms, and with the kind of content customers want to receive so they feel valued."
Silvana Tagand, Regional Vice President, APJ, SAP Emarsys, expressed her enthusiasm about their partnership with Austin Group. "We are thrilled to announce our partnership with Austin Group, encompassing all three flagship brands. Gazman's remarkable success has inspired confidence in our ability to deliver omnichannel customer experiences for Cable Melbourne and Perri Cutten. Witnessing the immediate impact of our collaboration is truly the best part of my job, and we value the trust and collaboration extended to us. Together, we look forward to shaping exceptional journeys for customers across these renowned brands," she said.
In the highly competitive world of fashion retail, it seems that strategic partnerships can offer brands the distinct edge they need in terms of increased customer engagement and a profound understanding of their customer base.