Pimkie automates local event campaigns and saves 90 days of manual work

The challenge: Connecting centralized marketing and local engagement

French retailer Pimkie wanted to combine a centralized marketing strategy with local, store-level activation, ensuring every shop could host engaging local events without significant added workload. Each location was tasked to run at least two local events per year, intended to strengthen brand loyalty, local presence, and enhance the customer experience.

The team faced several challenges:

• Limiting the impact on local teams: Local store staff needed a simplified process that required minimal manual effort.
• Creating an automated system: Standard campaigns involved multiple manual sends; Pimkie needed automation to save time.
• Demonstrating local commitment: The brand wanted to ensure that local retailer associations were aware of Pimkie’s ongoing commitment to the local area.
• Delivering a memorable customer experience: Events needed to align with the brand’s identity, leaving room to share Pimkie’s passion for fashion and their commitment to the planet.
  
  

The strategy: Scaling local engagement through centralized automation

Pimkie needed a fully integrated solution that would serve the needs of three different business divisions: their shop network, their operational marketing team, and their CRM team. 

Pimkie’s marketing and CRM teams wanted to ensure that hundreds of local initiatives reflected the brand strategy, without creating extra work for store teams. With Selligent by Marigold, the brand built a centralized marketing framework that supported personalized, automated communications for every store event while maintaining brand consistency and efficiency. 

Key objectives:

• Unify marketing, CRM, and store teams: Create one system that connects centralized strategy with local data, allowing teams to coordinate seamlessly across stores and channels.
• Empower store-level marketing: Enable each location to run locally relevant campaigns without requiring manual setup or technical support.
• Ensure consistency and speed: Use automation to standardize quality and timing while freeing up staff to focus on delivering standout in-store experiences.

The execution: Turning local data into automated, personalized journeys

With Selligent by Marigold, Pimkie translated this strategy into action through a fully automated campaign process that united store, marketing, and CRM teams.

How it worked:

• Structured data: When a shop wanted to participate in a local event, they requested operational marketing to create a structured data sheet. The data sheet contained information about the event, such as date and offers. 
• Data integration: The data sheet populated a dedicated table within Selligent by Marigold. The table is linked to that specific store, allowing the marketing team to use the data for contacts who have selected that location as their home shop.
• Templated personalization: The team created templates for SMS and email, with placeholders for personalization from the structured data. The team could now rapidly roll out new campaigns with minimal effort and time.
• Automated cross-channel journeys: The team created cross-channel journeys for both email and SMS to automate the process of sending messages. Customers receive messages tailored to their channel, content, and location preferences.

The results: Measurable efficiency and stronger customer engagement

With Selligent by Marigold, Pimkie transformed a fragmented process into a fully integrated, automated campaign model. 

Results:

• 100,000 customers reached by local events
• 10% increase in open rate for emails
• 90 days worth of manual work saved

The new model encouraged and streamlined collaboration across departments, improved efficiency, and enhanced message quality while maintaining a human, local touch.

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