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RETAIL & E-COMMERCE | ENGAGEMENT

Public Improves its Marketing Automation ROI by 27x Using Customer Journeys and New Channels

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27X

Uplift in Marketing Technology ROI

Public
ABOUT PUBLIC

Public operates as a pioneering Technology, Home Living, and Entertainment Omnichannel Retailer in Greece & Cyprus with more than 100m Omni visits from 61 physical stores and 3 E-commerce platforms.

Public is a widely loved brand with a unique product portfolio combining innovative customer-centric services and a unique destination to create joyful experiences, empowering consumers to celebrate their choices their way.

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Deeper Personalization Backed by Insights Remained a Challenge

Before joining hands with Labrys (MoEngage Partner) and onboarding MoEngage Public worked with two different platforms to drive customer engagement and retention strategies.
For Public, customer-centricity always remained at the forefront.
However, the omnichannel retailer faced several challenges with previous tools like:

  • Limited segmentation based on behavior/events
  • Difficulty in creating complex journeys for omnichannel engagement
  • No personalization in communication
  • Lack of real-time reporting
Most importantly, Public wanted to build a unified customer view (across online and offline channels) complete with rich insights to better connect with their customers and generate a higher ROI at a low cost.

Deeper Personalization Backed by Insights Remained a Challenge

MoEngage empowered us to elevate our customer engagement strategies and have a unified view of our online customers. With its advanced segmentation capabilities, we can craft personalized experiences and engage seamlessly across various touchpoints. Also, the invaluable support from MoEngage and Labrys has been instrumental in our success.

Eleni Meziti

Eleni Meziti

Head of Subscription Services & Omni CX, Public

Once Labrys’ consultancy and implementation services were over, Labrys Expert & Strategic Services team jumped in and started working with Public teams on their daily operations. Thanks to a well-planned and agile working relationship, in just a couple of months’ time, we managed to execute a few customer journeys (Flows) and start adding value by triggering automated journeys who abandon browsing or by recommending upsell/cross-sell items after purchase events.

Sinan Gunal
Sinan Gunal
Managing Partner, Labrys (MoEngage Partner)

MoEngage and Labrys Help Public Build Personalized Customer Journeys and Increase ROI

From the onset, Public wanted to enrich its ‘One Customer’ view and create behavioral segmentation for better engagement.
With Labrys’ consultancy and implementation services, Public upgraded from their previous platforms by onboarding MoEngage for, creating a unified profile, enhancing segmentation, building and managing customer journeys, increasing the number of engagement channels, and automating reporting.

With Public operating on a massive scale, Labrys assisted them in eliminating silos between data. It helped create an enhanced and insights-driven customer view on MoEngage, pushing this information to Public’s single customer view.

Moreover, thanks to MoEngage’s versatile integration capabilities, Public could activate more engagement channels, like web push notifications, onsite messaging, Viber, etc.

Public also built various Customer Journeys (Flows) to drive omnichannel engagement. A few of their best performing customer journeys were for browse abandonment flow, post-purchase flow, cart abandonment flow.

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Reaching New Customers Through Web Push and On-site Messaging

Public managed to reach millions of customers who were neither identifiable nor reachable before MoEngage implementation via diferent channels such as Web Push notifcations and On-site messaging.
Thus, they managed to generate a significant amount of revenue, boosting the marketing automation investment ROI. Owing to the segmentation, customer journeys, and personalization capabilities, Public has been able to increase its marketing technology ROI by 27x in the first six months after implementating MoEngage.

Additionally, the retailer brand has also been able to create a dashboard on MoEngage platform to analyze all live and historical engagement.

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Public to Explore AI Capabilities


As a next step, Public will soon start exploring AI recommendation use-cases to drive further engagement. Some of the use cases they plan to explore are:

  • Post-purchase Automation Flow
  • Cart Abandonment Flow
  • Browse Abandonment Flow
  • Cart Abandonment Pop-up
The major KPIs that Public will be analyzing for these campaigns through MoEngage are Click Rate, Conversions, and Total Revenue.

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Products Used

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Customer Journey Orchestration

Create unique, seamless experiences at every stage of your customer’s journey.

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Email Builder

Create out-of-the-box, personalized emails that convert, with fastest and easiest email builder.

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Push Notification

Reach customers at the right time using AI-powered, targeted, push notifications.

The Result

Public managed to reach millions of customers who were neither identifiable nor reachable before MoEngage implementation via different channels such as web push notifications and on-site messaging. Thus, managed to generate a significant amount of revenue, boosting the marketing automation investment ROI.

Owing to the segmentation, customer journeys, and personalization capabilities, Public has been able to increase its marketing technology ROI by 27x in the first six months itself after MoEngage implementation.

Additionally, the retailer brand has also been able to create a dashboard on MoEngage platform to analyze all live and historical engagement.

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