Praxis, a renowned home improvement brand, looked to move beyond generic campaigns. With Marigold, they created an omnichannel marketing campaign to personalize communications that increased engagement metrics multifold.
"This campaign really hit the nail on the head when it comes to sending relevant, personalized communications to our customers. The platform’s segmentation capabilities, using customer and website data, were right on target. Plus, Selligent’s omnichannel engagement and content personalization took results to the next level as the model for future campaigns."
Praxis wanted to move beyond generic, broad-based discounts and send tailored, personalized communications to customers. They worked with Marigold to create an engagement strategy based on customer interests, instead of relying on promotions and seasonal campaigns.
Praxis created an multichannel marketing campaign powered by Selligent that uncovered their customers’ preferences through interactive quizzes, site behavior, and more.
With Selligent by Marigold, Praxis didn't just gain insight into their customers' needs; they also saw a 108% open rate, along with an improvement in click rates to 1,544%
Founded in 1978, Praxis is among the largest home improvement store chains in the Netherlands, employing more than 5,700 people across its megastores and garden centers. Known nationwide — with 98% brand recognition — Praxis has become a trusted destination for home and garden projects.
The company wanted to build on that loyalty by getting more personal with customers and offering inspiration based on individual interests.
To make it happen, the company needed to make a change in its engagement strategy: segmenting customers instead of sending generic communications based on season, promotion, or campaign. This is where Selligent by Marigold came in.
Praxis enlisted Selligent by Marigold and worked with partner agency Merkle Netherlands to create a two-pronged approach:
Milestones of the targeted omnichannel campaign included:
Through Marigold, Praxis increased their engagement rates multifold:
Using Selligent by Marigold, Praxis created communications that mattered to customers and strengthened engagement.
Merkle is a leading Customer Experience Management (CXM) agency, where data and technology are the driving forces. As a global network of thinkers and doers, and part of dentsu, Merkle has more than 50 branches and 9,600 employees worldwide. In Amsterdam and Rotterdam, more than 285 people work for leading customers such as Microsoft, HEMA, NS, Marktplaats, VodafoneZiggo, BMW, and more. Merkle brings together people, brands, and society to help brands move forward by combining CRM, media, and creativity to help more customers make their marketing truly people-centric.
Praxis brought together customer insights, messaging, and delivery schedules in one cohesive system, creating tailored digital experiences that mirrored the brand’s reliable in-store service.
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