ESPRIT

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ESPRIT’S LOYALTY PROGRAM

Creating a Customer Lifecycle System
Machinas has worked on Esprit’s Loyalty Program since its beginning. Over the years, their Loyalty Program flourished into various Customer Lifecycle E-mails.

Esprit's Loyalty Program has three tiers—Friends, Gold, and Platinum—where membership status and benefits are gained through e-points. This program enhances customer relationships, boosts retention, and rewards loyalty.

During the many years of collaboration and evolution of the Program, we've re-designed and re-developed it, keeping it up to date with trends, usage data and technology advancements.
Creating a Customer Lifecycle System
Machinas has worked on Esprit’s Loyalty Program since its beginning. Over the years, their Loyalty Program flourished into various Customer Lifecycle E-mails.

Esprit's Loyalty Program has three tiers—Friends, Gold, and Platinum—where membership status and benefits are gained through e-points. This program enhances customer relationships, boosts retention, and rewards loyalty.

During the many years of collaboration and evolution of the Program, we've re-designed and re-developed it, keeping it up to date with trends, usage data and technology advancements.
Date
June 2022
Client
ESPRIT
Project
Customer Lifecycle System
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THE cHALLENGE

To translate over 70 Customer Lifecycle E-mails into a comprehensive System, to communicate with the Esprit Members holistically, making sure to consider Loyalty Member segmentation, ensuring personalised content at scale, and integrating data from various sources.

Additionally, helping Esprit migrate a labor consuming method of manually crafting HTML all emails into a streamlined, automated system in Salesforce Marketing Cloud.

THE SOLUTION

Machinas analysed over 70 Customer Lifecycle E-mails and mapped different journeys based on Esprit’s Customer communications. Then, the team created the journeys strategically planned to be sent automatically based on the customer’s actions and behaviours or a pre-defined event.

We also transitioned all e-mails from a labor-intensive manual method to Salesforce Marketing Cloud, by generating newsletters across 17 languages through the efficient use of CSV data and a centralised modules system.

THE IMPACT

The Customer Lifecycle System allowed Esprit to deliver personalised experiences, to better understand customer behaviour, and to effectively target promotions—leading to heightened customer satisfaction, increased loyalty, and boosted sales.

Additionally, the migration of all email journeys to Salesforce Marketing Cloud has largely increased Esprit’s productivity in all email campaigns.
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