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IREU Merchandising Report 2019

IREU Merchandising Report 2019

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Company Spotlight: Mapp Digital

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WHAT DOES YOUR COMPANY DO AND WHAT IS YOUR USP?

Mapp Digital is the world’s largest independent digital marketing company. We enable retailers to target customers with personalised cross-channel marketing from a single central interface powered by in-depth data sources. We are built on the knowledge, expertise and experience of seven of the most reputable marketing technology companies in the market.

Our unique selling proposition is that we are the only company to combine the world of ad-tech, customer acquisition and sophisticated marketing automation tools. This provides full control over customer engagement – retailers can capture, unify, segment and analyse customer data to execute marketing campaigns across web, email, mobile and social channels.

Our services are extensively used by more than 3,000 companies including leading retailers such as Puma, Sainsbury’s, Tommy Hilfiger, Argos, Columbia and Ace Hardware.

 

HOW DO YOU DELIVER ON THIS USP?

 

Our product, Mapp Cloud, combines three marketing solutions that help retailers acquire new clientele, target them with multi-channel campaigns and loyalty programmes, and tailor communication strategies based on client data insight. Mapp’s customer data platform (CDP) is the technology behind the AI-driven customer personalisation that combines a holistic view of the GDPR-compliant contextual data and customer behaviour in one place to execute marketing tactics.

 

HOW WOULD YOU DESCRIBE YOUR VISION?

Our vision is to be the leading digital marketing guide for the retail sector by equipping it with robust data that will continuously enhance their customer engagement strategies.

With our platform in place, retailers can focus on improving the two main cycles – acquiring new clientele and marketing to their existing one.

 

HOW WOULD YOU DESCRIBE YOUR GROWTH AND WHAT HAS BEEN KEY TO YOUR SUCCESS?

Mapp takes a different approach to the challenges retail marketers face. By partnering with Mapp, you eliminate the complexity of choosing the right subset of marketing strategies. We allow retail marketers to focus on priorities that fit within their customer base, while also targeting and acquiring new ones.

Global clients in Europe and North American have referred numerous clients to us and have played a large part in our company’s growth for years. Our retail customers have found that our CDP collects and utilises all of their customer data that otherwise may have been lost. Mapp’s CDP gives our retail customers a real-time 360-degree view of their own customers giving them valuable insights to maximise their marketing efforts.

 

WHAT CHALLENGES ARE YOU ADDRESSING FOR MULTICHANNEL RETAILERS WHICH AIM TO SECURE LIFETIME CUSTOMERS?

Within Mapp Cloud lives three powerful solutions – Mapp Acquire, Mapp Engage, and Mapp Intelligence. Mapp Acquire helps marketers find new customers while keeping customer acquisition costs down through channel assessment, digital planning and contact marketing. Our global team of marketing experts have deep channel and sector specialisation and they help ensure each retailer’s unique style is embodied throughout the process, from optimal layout and design, to messaging hierarchy and tone. We act as a guide to help retailers tackle challenges and accelerate digital transformation in their customer-centric campaigns.

 

Mapp Engage maximises the lifetime value of each customer by extracting meaningful insights to deliver personalised messaging across multiple channels and touchpoints. We also partner with Brierly, customer loyalty software that identifies marketing methods that deliver the highest financial value, thus mapping the course for an ultimate customer-retailer relationship.

 

Mapp Intelligence generates even more value from existing clientele with enhanced segmentation to deliver highly personalised marketing campaigns. This is a newly released feature that provides AI-powered predictive recommendations for retailers’ existing workflows to enable them to seamlessly maximise their marketing tactics.

 

WHAT DO YOU SEE AS CHALLENGES FOR RETAILERS OVER THE COMING YEARS?

Retailers will face a lack of interconnectivity between their technology platforms as well as their advertising and marketing teams. Mapp Cloud’s platform includes Mapp Connect which delivers both native and out-of-box connectors and application programming interfaces (APIs) to integrate with retailers’ entire marketing ecosystem. This strategically unifies external customer data with first-party data without human intervention in our CDP, giving retailers an unparalleled vision each customer. Mapp’s CDP paired with simplified and automated cross-channel execution, Mapp provides retailers with higher ROI at a reasonable price point.

 

WHAT TARGETS ARE YOU AIMING TO ACHIEVE IN THE NEXT FIVE YEARS?

 

We aim to be a trusted vendor in the retail field for fully automated marketing campaigns. Mapp will maximise conversion rates and drive incremental revenue by giving retailers a predictive insight into a strategy’s outcome. To facilitate this development, we are looking at building and investing more in an innovative tool-set with emerging technology like AI and machine learning (ML). This will enable retailers to hone their marketing solutions and deliver communications now demanded by clientele.

 

GIVE US YOUR ONE-SENTENCE ELEVATOR PITCH?

 

Mapp Cloud provides a premium marketing platform for budget-conscious brands that want to acquire, engage, and retain their customers through meaningful and personalised cross-channel campaigns.

 

WITT WEIDEN CASE STUDY

CHALLENGE

 

Witt Weiden’s performance in the textile mail-order business is highly correlated with their marketing team’s email abilities, encompassing at least 14 newsletters a week for eight different brands. Their email marketing platform was extremely time-consuming and required manually uploading email lists at the beginning of every day, as there was no option to automate emails. Using another tool for newsletters, the team was required to copy-paste HTML code for every email into their email marketing tool. With all these disjointed tools, the chance of encountering errors and issues was very high. Email marketing managers were becoming frustrated, as they wanted to work on creative email ideas, but instead were bogged down by uploading files and troubleshooting HTML code.

 

SOLUTION

 

The new tool needed to optimise the email marketing campaigns at all stages (i.e. creation, deliverability, management), as well as significantly improve the team’s productivity. After a thorough evaluation of the tools proposed by several providers, the team chose Mapp Digital as their digital marketing platform. They used two solutions: Mapp Engage for email marketing and Mapp Connect to integrate with Witt Weiden’s in-house CMS. The platform has enabled the email marketing team to create newsletters by setting up a template once and then reusing it through the drag-and-drop capability, generating a variety of designs easily. Mapp Engage also has an efficient reporting system that generates automated weekly reports based on specified KPIs and stated information. Both internal newsletters and external communications with affiliate partners are now done using Mapp Engage, allowing complex email campaigns to be effortlessly executed.

 

 

RESULTS


Witt Weiden’s weekly newsletters have doubled from 15 to 32 on average after the implementation of the new solution. This has had a significant impact on the revenues generated through these email campaigns, with a significant increase of 56 percent. Mapp Engage has lived up to the expectations of the email marketing team when it comes to both volume and deliverability, thus ensuring better reach and increased personalisation of messages. Last but not least, working with Mapp Engage, the team didn’t have to worry about modifying their data processing mechanisms or any other documentation-related issues when GDPR arrived. The email marketing operations carried out through the platform automatically comply with all the regulations enacted by the European Union. Witt Weiden is planning future digital marketing campaigns that will provide customers with tailored content depending on their location.

 

MAPP DIGITAL IN BRIEF

Global reach: Mapp Digital serves thousands of customers globally from our 12 international offices.
Established: Mapp Digital relaunched in 2016 with its Mapp Cloud offering. Its roots stem from eCircle, the leading digital marketing platform in Europe, and Blue Hornet, a leading ESP in the US. For nearly 20 years, Mapp has continuously innovated to become a global digital marketing leader.
Customers: Over 3,000
Employees globally: Over 300

 

This Company Spotlight was produced by InternetRetailing and paid for by Mapp Digital. Funding articles in this way allows us to explore topics and present relevant services and information that we believe our readers will find of interest.

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