Grenson | Collaborative Automation Build

Grenson prides itself in the quality of its shoemaking through astute attention to detail; since 1866. Grenson’s reputation as a champion shoemaker is the overriding message that needs to be relayed to customers at each and every touchpoint.

Challenge

The surge in ecommerce brought with it a need for Grenson to provide a customer experience online that marries perfectly to the one in store. Grenson wanted to broaden its email reach without compromising its respected heritage status – in effect, sustaining after sales engagement through personalized customer care, rather than through the art of up-selling.

Solution

Through a ‘Collaborative Automation Build’ session with a dotmailer Digital Marketing Specialist, Grenson implemented a post-purchase automation program that was purely customer-centric. The “thank you” trigger email was highly attentive towards customers’ feedback, delivered product-enhancing content and reinforced the brand’s legacy values of craftmanship and quality.

Collaboration was the best option for Grenson to kickstart its automation journey. The team initially scoped the project with their dotmailer account manager and digital marketing specialist, during which the data framework, program structure and campaign body was outlined. Afterwards, the automation was built during a co-operative, face-to-face session, and then quality-tested and activated by dotmailer.

The value for Grenson was twofold: being trained on how to build an automation program (i.e. understand the logic to set up more in the future) and the deliverable of a tried-and-tested automation program, built by experts.

Results

Grenson enjoyed an average open rate of 70% from its aftersales email program; customers were clearly interested in tips on how to look after their new shoes.
What’s more, the response-to-click rate of its survey totaled 60%; feedback on the shopping experience continues to provide Grenson with valuable insight into customer satisfaction, helping the brand drive UX optimization and improve its service offering.

Collaborative Automation Build from £1500 or 10 credits, please use the quoting form linked here for a bespoke quote