Orvis

Through a set of powerful personalized marketing tools, a storied retailer created the level of customer intimacy needed to turn marketing into a service that its customers appreciate—and that drives business performance

Published on 28-Dec-2011

Validated on 04 Jun 2013

"We know the future is about building an even more intimate one-on-one relationship with every customer. We need to understand them, make the right decisions, and dialog with them wherever they engage us." - Mark Holmes, CIO, Orvis

Customer:
Orvis

Industry:
Retail

Deployment country:
United States

Solution:
EMM - Cross-channel Marketing Optimization, EMM - Digital Marketing Optimization, Industry Framework , Smarter Commerce, Smarter Marketing, Smarter Planet

Smarter Planet:
Smarter Solutions for Retail

IBM Business Partner:
Braun Consulting

Overview

Founded in 1856, Orvis was the first mail order company in the United States. More than 150 years later, Orvis is still outfitting customers for the outdoors. Its popular catalogs go out to millions of customers each year, and the company has more than 40 retail stores in the United States and the United Kingdom and 500 dealers worldwide. Orvis also offers travel planning for sporting adventure trips around the world using its worldwide network of outfitters, lodges and local travel specialists.

Business need:
Orvis had expanded its sales channels from catalogs to include an extensive online store, a significant retail presence in the US and the UK, and partnerships with dealers worldwide that sell and service its products. Its existing analysis and customer segmentation tools were complex and usable by only a handful of individuals—a situation that was unsustainable for a company with millions of customers. The company sought a friendlier, more usable solution to empower its marketers to build their own campaigns. Orvis also needed an email marketing management solution.

Solution:
Orvis implemented a set of groundbreaking, personalized marketing tools that are user-friendly and enable marketers to manage the entirety of a campaign’s logic, including audience segmentation, exclusions, and assignment of offers and channels, without analyst assistance. The solution’s flowchart-based segmentation enables marketing managers to pull target lists almost instantly. It also empowered the company to bring its email marketing capabilities in-house and save 40 percent over its traditional outsourced email service provider solution.

Benefits:
Reduced email costs by 40 percent compared with prior outsourced solution • Helped company achieve record profits for two consecutive years following implementation • Empowered marketing managers to leverage customer data, quickly do their own segmentation, and execute highly targeted campaigns • Exponentially increased the number of email and direct mail campaigns delivered—with the same headcount

Case Study

Founded in 1856, Orvis was the first mail order company in the United States. More than 150 years later, Orvis is still outfitting customers for the outdoors. Its popular catalogs go out to millions of customers each year, and the company has more than 40 retail stores in the United States and the United Kingdom and 500 dealers worldwide. Orvis also offers travel planning for sporting adventure trips around the world using its worldwide network of outfitters, lodges and local travel specialists.

The Opportunity

Orvis had expanded its sales channels from catalogs to include an extensive online store, a significant retail presence in the US and the UK, and partnerships with dealers worldwide that sell and service its products. Its existing analysis and customer segmentation tools were complex and usable by only a handful of individuals—a situation that was unsustainable for a company with millions of customers. The company sought a friendlier, more usable solution to empower its marketers to build their own campaigns. Orvis also needed an email marketing management solution that was far more flexible and cost-effective than its current outsourced relationship.

What Makes It Smarter

Orvis implemented a set of groundbreaking, personalized marketing tools that are user-friendly and enable marketers to manage the entirety of a campaign’s logic, including audience segmentation, exclusions, and assignment of offers and channels, without analyst assistance. The solution’s flowchart-based segmentation enables marketing managers to pull target lists almost instantly. It also empowered the company to bring its email marketing capabilities in-house and save 40 percent over its traditional outsourced email service provider solution. The solution enables the company to react to market changes immediately. It also enables smaller email campaigns targeting specific customers based on the solution’s personalized product recommendations. Because customer interests are better understood, marketing campaigns are far more likely to meet customer needs.

Real Business Results
· Reduced email costs by 40 percent compared with prior outsourced solution
· Helped company achieve record profits for two consecutive years following implementation
· Empowered marketing managers to leverage customer data, quickly do their own segmentation, and execute highly targeted campaigns
· Exponentially increased the number of email and direct mail campaigns delivered—with the same headcount

For more information

Please contact your IBM sales representative or IBM Business Partner. Visit us at: ibm.com/retail

To learn more about Orvis visit: http://www.orvis.com

Products and services used

IBM products and services that were used in this case study.

Software:
Unica NetInsight, IBM eMessage, IBM Campaign

Legal Information

© Copyright IBM Corporation 2011 IBM Corporation 1 New Orchard Road Armonk, NY 10504 U.S.A. Produced in the United States December 2011 IBM, the IBM logo, ibm.com, Coremetrics, NetInsight and Unica are trademarks of International Business Machines Corporation, registered in many jurisdictions worldwide. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at ibm.com/legal/copytrade.shtml Other company, product or service names may be trademarks or service marks of others. The information contained in this documentation is provided for informational purposes only. While efforts were made to verify the completeness and accuracy of the information contained in this documentation, it is provided “as is” without warranty of any kind, express or implied. In addition, this information is based on IBM’s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this documentation or any other documentation. Nothing contained in this documentation is intended to, nor shall have the effect of, creating any warranties or representations from IBM (or its suppliers or licensors), or altering the terms and conditions of the applicable license agreement governing the use of IBM software.